The ASA has ruled against Colgate-Palmolive over a television ad for its Sanex shower gel. The ad, which aired in June 2025, was found to breach the BCAP Code by reinforcing offensive racial stereotypes. The ruling is a stark reminder for advertisers in the retail and health and beauty sectors that inclusive casting must be matched by inclusive storytelling.
Issues
- Problematic visual contrast between skin tones
The ad featured two black models in the “before” scenes, shown with visibly dry, cracked, or itchy skin. In contrast, the “after” scenes featured a white model with smooth, hydrated skin.
“The ad was therefore structured in such a way that it was the black skin, depicted in association with itchy and dry skin, which was shown to be problematic and uncomfortable, whereas the white skin, depicted as smoother and clean after using the product, was shown successfully changed and resolved.”
2. Implied superiority of white skin
The ASA concluded that the juxtaposition could be interpreted as suggesting that white skin was superior to black skin.
“We considered that could be interpreted as suggesting that white skin was superior to black skin.”
Deep Dive: When diversity becomes distortion
This ruling underscores the importance of contextual sensitivity in advertising. While Colgate-Palmolive argued that the ad aimed to show product efficacy across diverse skin types, the ASA found that the visual narrative unintentionally reinforced harmful stereotypes.
The ASA acknowledged that the message might appear coincidental or pass unnoticed by some viewers, but emphasised that intent is not the only factor - perception matters. The regulator’s decision reflects a growing awareness of how visual storytelling can perpetuate bias, even when diversity is present.
For advertisers, this means that casting diverse models is not enough. The way those models are portrayed - especially in contrast-based formats like “before and after” - must be carefully considered to avoid reinforcing outdated or offensive tropes.
Comment: Strategic implications for retail and beauty brands
This ruling is particularly relevant for brands in the health and beauty and retail sectors, where “before and after” visuals are common. It signals the current status quo in for regulatory expectations: advertisers must actively interrogate the implications of their creative choices, not just their intentions.
The ASA’s decision aligns with broader industry trends, including:
- Increased scrutiny of racial representation in advertising.
- Consumer demand for authentic and respectful portrayals of diversity.
- Brand reputation risks associated with perceived insensitivity.
The controversy surrounding American Eagle’s “Good Jeans” campaign, featuring actress Sydney Sweeney, is a case in point. The ad, which played on the pun between “jeans” and “genes”, was widely criticised for its perceived eugenicist undertones, particularly given its focus on a conventionally attractive, white, blonde woman. Critics argued that the messaging risked glorifying a narrow racial ideal, even if unintentionally.
While the ASA ruling on Sanex focused on visual contrasts, both cases underscore the same principle: advertising is not received in a vacuum. Cultural context, historical sensitivities, and audience perception all shape how a message lands - and whether it offends. Notably in their Ruling the ASA said that they "considered that could be interpreted as suggesting that white skin was superior to black skin" - not that it would be interpreted that way, or that it was likely - just the possibility is enough to fall foul of such rules.
Legal and compliance teams should work closely with marketing departments to review campaigns at the concept stage, especially where visual or verbal contrasts are used to demonstrate product efficacy. The goal is not to stifle creativity, but to ensure that creativity does not come at the cost of inclusivity or reputational risk.
Takeaway
✅ Avoid juxtaposing skin tones in ways that imply superiority or inferiority.
✅ Test visual narratives for unintended implications, especially in “before and after” formats.
✅ Ensure diversity is not just present, but respectfully portrayed.
✅ Consult with diverse focus groups or sensitivity readers during creative development.
✅ Review ASA rulings regularly to stay ahead of compliance risks.
✅ Include legal and compliance input early in the creative process.
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