MANILA, Philippines — The Commission on Human Rights called on companies and even advertising agencies Tuesday to respect and protect people’s rights after a skin-whitening brand earned the ire of the public for its controversial advertisements.
The advertisements of Glutamax—both billboards and social media posts—portrayed morena women at a disadvantage over fair-skinned ones.
Social media users—such as Gabriela Women’s Party—heavily criticized the ads for capitalizing women’s “insecurities” in a supposed bid to make its skin whitening products “more profitable.”
In a statement, CHR Commissioner Jacqueline De Guia stressed that business must operate within the bounds of ethical guidelines to ensure that earning profit does not come at the expense of other people’s rights, identities and dignity.
“As such, the Commission on Human Rights reminds business, as a secondary duty bearer, of their moral obligation to ensure respect and protection of the rights of all, given their capacity to influence how others would enjoy their rights and their ability to shape people’s worldview,” De Guia said.
She said that presenting option to lighten one’s skin should not perpetuate colorism, particularly discriminating against those with darker skin.
“Instead, we hope that they use their respective platforms to encourage greater acceptance of our diversity and oneness as part of one humanity,” De Guia said.
In a Facebook post Monday, Glutamax offered its “sincerest apologies” to those offended by the advertisements as it acknowledged that “skin is never a skin-deep issue.”
“It’s a minefield of sensitivities, of deeply held beliefs and should never be taken lightly,” it said.
Prior to Monday’s apology, the company issued a statement saying “the brand agrees that all skin tone are beautiful, and at the same time, believes that everyone is entitled to choose what empowers them.”
The post has since been deleted. — Gaea Katreena Cabico