Golden pearl fairness cream ad sparks outrage for promoting "racism in a terrible way"

A recent fairness cream advertisement featuring actress Washma Fatima has sparked outrage online for promoting “colourism.” Critics argued that the ad reinforces negative stereotypes associated with skin tone. 

The controversial advertisement from Golden Pearl Cosmetics portrays the actress suggesting men compare their partners to her, emphasising her beauty in a way that "demeans other women". 

The ad implies that purchasing the company's golden pearl fairness cream can make women "fair and acceptable".

It's incredibly disappointing that despite growing awareness of skin tone bias, some individuals and companies continue to exploit harmful stereotypes for money and fame, disregarding the negative impact on the vulnerable.

Founder of Soul Sisters Pakistan, Kanwal Ahmed shared the widely criticised ad, highlighting its deeply offensive remarks promoting colourism and reinforcing the harmful fixation on "fairness" and "whiteness."

“In a society where many men need a reason to demean their partners - some thought it would be a great idea to make this ad. Sick that even in 2024 fairness creams are being sold in Pakistan AND endorsing the idea of comparing women on the basis of their complexion.” Kanwal’s post read on ‘X’.

In a society where many men need a reason to demean their partners - some thought it would be a great idea to make this ad.
Sick that even in 2024 fairness creams are being sold in Pakistan AND endorsing the idea of comparing women on the basis of their complexion. #Colorism pic.twitter.com/vMhp98LhtA

— Kanwal Ahmed (@kanwalful) February 21, 2024

Numerous social media users expressed anger after seeing the ad on a cricket app. They heavily criticised the company for using such horrible tactics to market their product.

Anchorperson Rabia Anum wrote, “Just saw an ad for Golden Pearl Whitening cream that is extremely inappropriate. The ad encourages men to ask their partners to use the cream for skin whitening that too in such a terrible way “Apni partner ko dekho or ab mujhe dekho” Can we please put a stop to these types of ads already? It’s 2024 for God’s sake!”

Just saw an Ad for Golden Pearl Whitening cream that is extremely inappropriate. The ad encourages men to ask their partners to use the cream for skin whitening that too in such a terrible way “Apni partner ko dekho or ab mujhe dekho” Can we please put a stop to these types of…

— Rabia Anum Obaid (@RabiaAnumm) February 21, 2024

An ‘X’ user, who had worked at the company shared, “I worked for golden pearl marketing in my internship days in university..boomers are running their advertising and marketing department. A bunch of old school uncles trying to be relevant."

I worked for golden pearl marketing in my internship days in university..boomers are running their advertising and marketing department. A bunch of old school uncles trying to be relevant. https://t.co/GyJZYnn7rA

— Khala Madrid🐼 (@friesologyyy2) February 22, 2024

Former Pakistani women's cricket captain Javeria Khan slammed the ad as “ugly,” stating “This ad brainwashes men that this is what they should look into in their spouse and insults women. Brands have a responsibility towards shaping public opinions and values. What we should impose ban on is telecasted and what should not be banned, is banned.”

This is UGLY! There are so many women who are victim of colour prejudice – the idea which is then further assisted by whitening cream ads, that are regressive and disturbing. This ad brainwashes men that this is what they should look into in their spouse and insults women. Brands… pic.twitter.com/weErYBANV2

— Javeria Khan (@ImJaveria) February 22, 2024

@reportpemra please ban the new golden pearl add ye sari guidelines ki khilaaf warzi hay bilkul.

— Ameera Farrukh (@ameera_farrukh) February 22, 2024

Golden pearl ad is so bakwas “Hello boys apni partner ko dekho aur mujhe dekho usko bhi mil skti hai mere jaise glowing skin” mtlb whattttt ajeeeeb??? 😭😭😭

— . (@__anonymous3) February 21, 2024

some tell this golden pearl ad girl that my partner has already got a brighter and better skin than her

— Ahmed. (@ahmxidd) February 21, 2024