It doesn’t take long for the now banned and widely panned Sanex advert to take a problematic turn. Those watching the ad when it first aired in August 2025 were immediately drawn to the apparent metaphor as the ad compares two sets of models: two black-skinned models shown with a host of skin problems, and the other with flawless white skin.
The ASA was quick to act, upholding two complaints which stated that the depiction ‘could be interpreted as suggesting that white skin was superior to black skin’, a sign that the industry regulator is alert to the problem. Yet the feeling remains that this glaring mistake should not have been allowed to weave its way onto our screens, especially in 2025. From creative development to C-suite sign-off, there were myriad opportunities for course correction. But it never happened.
This raises the question: why? The answer lies in representation. While progress has been made, C-suite roles across the industry are still disproportionately occupied by white men. Creative UK released a new report in September that found only 11% of C-suite positions in advertising are occupied by people from ethnic minorities. Overall, the ethnic diversity of adland mirrors the national average at 18%, according to 2025’s All In Census. But only when people of diverse backgrounds occupy positions of authority can a real difference be made.
Not only do diverse voices help companies avoid catastrophic mistakes, but they also provide unique insights that can transform campaigns into something truly distinctive. Vaseline released a creative entitled ‘Mntana Ka Gogo’ in South Africa, and it immediately resonated with consumers who recognised the long-held tradition of black elders applying Vaseline onto children. Without diverse voices at all levels, it may not have made it out of the boardroom. The cultural meaning behind the campaign was unlikely to be understood by white marketers, and it took someone who recognised the message from firsthand experience to provide crucial context. What initially looked like a risky creative copy soon became a beautiful campaign that celebrates a ritual embraced by its community.
This was achieved not only because someone with diverse representation was in the room, but also because they felt empowered to speak up. Moreover, the proof that representation is more than just a nice-to-have can be found explicitly in sales data. According to the Unstereotype Alliance, ads which practise inclusivity increase long-term sales by 16%.
It can be all too easy to dismiss banned ads like that of Sanex as a one-off, but unfortunately these mistakes remain all too common. Swatch recently apologised after airing a campaign image with an Asian male model pulling his eyes back to achieve a ‘slanted’ look. This is not the first time such a controversy has arisen: Gucci and Dior have also come under fire for promoting stereotypes of Asian models.
When racial stereotypes become embodied by brands on multiple occasions, we should no longer consider it a mistake but an endemic problem. The time to change is now. The way to change is clear. Brands and agencies alike benefit from hearing representative voices as much as possible.
