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In a move that has sparked widespread discussion about racial sensitivity in advertising, UK authorities have banned a shower gel commercial after it portrayed Black skin in a damaging light, prompting complaints of racism and bias.

The advertisement, produced by a well-known personal care brand, aired in the UK and featured three models—two Black and one white. Viewers quickly noticed that while the Black models were shown with dry, cracked, and irritated skin, the white model appeared with smooth, flawless skin under a stream of fresh water and foam.

One of the Black models was shown scratching their arms, leaving visible marks on the skin. The second Black model appeared with visibly rough, cracked skin, resembling dried mud. In contrast, the white model was portrayed with glowing, healthy skin as she lathered up with the brand’s shower gel.

The UK’s Advertising Standards Authority (ASA) received multiple complaints from viewers who found the depiction deeply offensive. Complainants argued that the ad suggested white skin is superior to Black skin, reinforcing harmful racial stereotypes.

Following an investigation, ASA agreed and officially banned the ad from airing further. “Portraying Black skin as inherently damaged while presenting white skin as the ideal is not only misleading but racially insensitive,” ASA said in its statement.

The company behind the shower gel, however, denied any intent to promote racial bias. In a response, a spokesperson claimed the ad aimed to show the transformation of skin “before and after” using the product, not to make any racial comparison. “Our focus was on skincare results, not skin color,” the company said, rejecting the accusations.

Still, the damage was done. Critics pointed out that regardless of intention, the execution was tone-deaf in a world that is increasingly aware of the subtle ways in which media reinforces inequality.

“This ad sends a very clear message—intended or not—that Black skin is a problem to be fixed,” one viewer wrote on social media. “It’s 2025. Brands should know better.”

The controversy serves as another reminder to companies around the world: diversity in advertising isn’t just about representation—it’s about respect, nuance, and responsibility. When ads fail to understand the emotional and cultural impact of their imagery, they risk doing more harm than good.

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