The ad shows two models with dark skin - one has itchy skin and the other has dry skin - followed by a white woman with no skin problems. The Advertising Standards Authority (ASA) upheld two complaints which said the depiction of dark skin as dry, cracked and itchy "could be interpreted as suggesting that white skin was superior to black skin". Colgate-Palmolive, which owns Sanex, said it used models with different skin colours as part of its commitment to diversity.

The brand said it made products for all skin types and the use of different models was to show a "before and after" scenario, not to compare different skin colours or ethnicities. The ad, which was broadcast on TV in June, shows a model with dark skin scratching their body, making bright orange, paint-like stripes with their fingertips. A voiceover says: "To those who might scratch day and night". Another dark-skinned model is then seen covered in cracked, clay-like material, and the voiceover continues "to those whose skin will feel dried out even by water". A white model is seen showering with water and foam moving over her skin which has no visible problems or graphics to suggest any. (BBC)