Glutamax’ “Your Fair Advantage” campaign ad is a more insulting play on the common marketing message of similar products in the Philippines which suggest that women with whiter skin are considered to be more attractive.
First, the ad highlighted the supposed unfair treatment a person with darker skin receives with the phrase “Just because she has whiter skin, she was given a bus seat.”
Nakakainis ba ‘pag may unfair treatment tuwing nag-cocommute?
so there was this ad in edsa i saw last week and found interesting because i thought it was addressing colorism in the ph and the second picture is what it was replaced by. it was an ad for whitening products. fuck you glutamax pic.twitter.com/C3g408Mvby
So disappointing that instead of promoting “equality” regardless of skin color, they opted to point out na deserve nga talaga ng mapuputi ang better treatment. What a trashy logic we got here from GlutaMAX.
Many called out Glutamax for actively perpetuating a culture of discrimination, inequality, and shaming on the basis of skin color.
Glutamax spends millions for ads reinforcing colonial beauty. Then blame society bec the beauty standards they helped create are unfair. You buy from them bec of pressure. They profit, spend millions for ads that reinforce the standards. Their page calls it “empowering choices”
Apparently, Glutamax thinks that the solution to discrimation based on skin color is to whiten yourself??? WTH!!!? This forwards the disgusting narrative that the only standard for respecting people is if they’re fair-skinned. Shame on your capitalistic attempt to be relevant. pic.twitter.com/11inDrcStK
Following the backlash, some of the ads have since been removed from the brand’s social media accounts and have been replaced with a couple of official statements.
The first statement, which doubles down on the notion that using whitening products to subject oneself to colonial beauty standards is somehow empowering for women, only shows how the brand has completely missed the point of their critics.
When the statement received criticisms of its own, the brand then posted another statement with an apology included.
“ASC stands for responsible communications and abides by a strict code of ethics,” the statement read.
“In connection with the recent GLUTAMAX skin care digital and outdoor ads, the materials posted and displayed were not approved by ASC.
“GlutaMAX’s advertisment violated ASC’s code of ethics, specifically Article IV Section 1 Item A:
Article IV Section 1 Item A. of the ASC Code of Ethics on DISPARAGEMENT states that: “Advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person, groups of persons, or any sector of society, especially on the basis of gender, social or economic class, religion, ethnicity, race, or nationality.
“The posting of a disapproved material is in violation of the ASC Manual of Procedures. The matter will be dealt with in accordance with the rules and regulations as stated in said Manual,” it added.