In the bustling world of modern marketing, where every frame of a commercial is scrutinised for its social signalling, a quiet rebellion is brewing. Lee Taylor's recent essay, "Are Advertisers Finally Realising They Need to Stop Over-Representing Black People?" (link below), strikes at the heart of this tension. Drawing on Channel 4's latest "Mirror on the Industry" report, Taylor argues that the advertising sector's aggressive push for diversity has veered into caricature, over-amplifying certain voices while muting others, creating a landscape that feels less like a mirror of society and more like a funhouse reflection. It's a provocative claim; yes, there's a necessary "catching up" on representation for historically marginalised groups, but when it tips into what feels like condescending tokenism, or worse, a form of reverse racism, it risks alienating the very audiences brands need to reach.
The Numbers Don't Lie: A Skewed Snapshot of UK Advertising
Channel 4's "Mirror on the Industry," now in its sixth year and released on September 30, 2025, audited over 500 top UK TV ads in partnership with research firm Tapestry. It's a goldmine of insights, confirming Taylor's suspicions while adding layers of complexity. The report celebrates pockets of progress, 77% of UK consumers now say diversity, equity, and inclusion (DEI) matter in ads, but it pulls no punches on the gaps. Here's a breakdown of key representation stats compared to the UK's 2021 Census demographics (where white Brits clock in at ~81%, Black at ~4%, disabled at ~17.8%, and LGBTQIA+ at ~3.2%).
Black representation stands out like a sore thumb, or, more aptly, a spotlight in a blackout. Taylor nails it: with Black Brits at just 4% of the population, their presence in over 50% of ads isn't organic; it's engineered. The report attributes this to "montage-style" formats that cram in diverse faces for quick inclusivity hits, often without depth. Meanwhile, the "true majority," white Britons, fades into the background, joined by ghosts like pregnant women (a mere 0.1%, despite the UK's fertility crisis) and affluent pensioners (2%, despite their spending power). This isn't just optics; it's economics. Inclusive ads do boost sales, up 16% long-term, per the report, but only if they resonate authentically. When they feel forced, they breed resentment.
Taylor's anecdote about Sanex's shower gel ad is a perfect microcosm of the hypersensitivity plaguing the industry. Aired in June 2025 and yanked by the Advertising Standards Authority (ASA) in August, the 28-second spot showed a Black woman with "clay-like" dry skin (the "before") transitioning to a white woman with smooth, post-shower glow (the "after"). Two complaints later, yes, just two, the ASA deemed it "likely to cause serious offence" by implying "white skin is superior." Colgate-Palmolive, Sanex's parent, defended it as a simple product demo emphasising inclusivity across skin types. Even Clearcast, the pre-broadcast gatekeeper, greenlit it.
This isn't isolated idiocy; it's the fruit of a risk-averse culture where brands tiptoe around racial landmines. The ASA's ruling? A stark reminder that in the post-2020 DEI boom, perception trumps intent. As Taylor asks: Is this "preoccupation with avoiding offence to a racial minority that is already overrepresented really necessary?" In a landscape where Black faces dominate screens, policing a neutral product ad to this degree feels like overkill. It fosters a "condescending representation," treating Black viewers as perpetually fragile, which can come off as paternalistic at best, discriminatory at worst. Reverse racism? That's a charged term, but when safeguards meant to uplift one group inadvertently caricature another (or everyone), it erodes trust across the board.
Spotlight on Black Women: Empowerment or Imbalance?
Taylor spotlights Cosmopolitan UK's "Black Beauty Hub" (BBH) launch as exhibit A in the fashion-beauty's Black-prioritising shift. Rolled out in January 2025 with an out-of-home campaign in London Underground stations, the BBH aggregates a decade of Cosmo content tailored for Black British women: scalp care tips, product recs, and star scoops from diverse stylists. Beauty Director Keeks Reid calls it "a space for Black women, by Black women," addressing a real gap; 39% of Black female shoppers struggle to find suitable products, costing the industry £2.9 billion in lost revenue.
Kudos for filling that void. But Taylor's point lands: Why an exclusive hub when other groups (pregnant women, say) get zilch? It's not zero-sum; Black beauty deserved this spotlight after decades in the shadows, but in isolation, it amplifies the imbalance. The report shows Black women elevated in beauty ads, while disabled or older women vanish. This "obsession with signalling inclusion," as Taylor dubs it, narrows narratives: Diversity becomes a checklist, not a tapestry. Underrepresentation was a sin for too long, but when correction swings to excess, it risks condescension, implying Black consumers can't handle mainstream spaces without a segregated glow-up.
So, are advertisers finally realizing the overrepresentation emperor has no clothes? The Channel 4 report suggests a tentative yes: It calls out the stagnation, urging "authentic storytelling rooted in lived experience" over performative montages. Brands like Danone and Unilever get shoutouts for balanced campaigns that lift sales without alienating. But Taylor's right, we're not clear yet. The Sanex ban, mere weeks before the report, screams regulatory overreach. And with no widespread X backlash (searches for "woke advertising UK" post-September 2025 turned up quiet), the industry's echo chamber persists.
Marketing's north star isn't morality; it's resonance, as Taylor says. To escape the woods:
Balance the ledger: Mandate audits for all groups, not just minorities. Feature pregnant women in family ads; pensioners in luxury spots.
Ditch the tokenism: Depth over diversity quotas. Let Black characters lead stories, not just nod from the sidelines.
Embrace nuance: ASA, take a breath, intent matters. Train on cultural literacy without knee-jerk bans.
Audience first: Poll real consumers. If 81% feel unseen, sales will follow suit.
In the end, true inclusion reflects reality's messiness, not a polished utopia. Overcorrecting for one group's past erasure shouldn't erase others now: that's not progress; it's pendulum swing. As we chase a more equitable ad world, let's aim for mirrors that show everyone, warts and wonders included.