A Sanex advert for shower gel has been banned in the UK by the Advertising Standards Authority for reinforcing negative racial stereotypes. Viewers complained that the commercial portrayed Black skin as dry, cracked, and uncomfortable while positioning white skin as smooth and flawless.

The TV ad, which aired in June, opens with scenes of a Black woman scratching her body, leaving vivid red marks, followed by another Black model covered in a cracked, clay-like substance. A voice-over accompanies these visuals: “To those who might scratch day and night. To those whose skin will feel dried out even by water.” These images are juxtaposed with a white woman stepping into a shower — her skin seemingly transformed by Sanex’s product. The voice-over continues: “Try to take a shower with the new Sanex skin therapy and its patented amino acid complex. For 24-hour hydration feel.” It concludes with the tagline: “Relief could be as simple as a shower.”

The ASA accepted that the ad aimed to show a variety of skin types benefiting from the product. However, it noted the presentation paired Black skin with negative sensory associations ("problematic and uncomfortable") and white skin with resolution and purity ("smooth and clean"). The regulator stated this contrast could be interpreted as implying white skin was superior. They concluded the ad breached industry rules on harm and offence, particularly regarding race, and ordered its withdrawal.

Colgate-Palmolive defended the campaign, stating the intention was to highlight different skin conditions in a “before and after” scenario rather than to compare races. However, the ASA concluded the execution carried negative racial connotations and ordered the advert not to appear again in its current form.

Sanex has not yet confirmed whether it will revise the campaign or release a replacement advert.

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