Overview

• Two viewers complained that the June TV spot perpetuated negative stereotypes about people with darker skin tones.
• The commercial showed Black models with scratch marks or cracked, clay-like material and a White woman showering, which the ASA said created a problematic before-and-after contrast.
• Regulators ruled the ad included a racial stereotype, breached the BCAP code on harm and offence, and must not appear again in the form complained of.
• Colgate-Palmolive and pre-clearance body Clearcast defended the concept as inclusive and intended to show suitability for all skin types, but the ASA prioritized likely audience interpretation over intent.
• Sanex said it took note of the ruling, and the decision has fueled broader industry scrutiny of representational choices and the limits of pre-approval.