Dove apologises for ‘racist’ Facebook ad after receiving major backlash

DOVE has taken to social media to apologise after an advertisement appearing to show a black woman turning into a white woman caused controversy online.

In the body lotion advertisement, which was posted to the Dove USA Facebook page, the woman takes off her brown t.shirt and morphs into a white woman wearing a light pink shirt.

One woman spotted the ad and immediately took to her own Facebook page to vent.


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“So I’m scrolling through Facebook and this is the ad that comes up…. ok so what am I looking at,” she wrote alongside screenshots of the ad.

“What does America tell black people … that we are judged by the colour of our skin”.

Her post has been shared nearly 10,000 times and received thousands of comments.

Dove has since taken to Twitter to apologise, saying they “missed the mark in representing women of color thoughtfully”.

“An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused,” the short statement reads.

The ad has since been deleted.