Reform MP Sarah Pochin has apologised after claiming she was “driven mad” by “seeing adverts full of black and Asian people”. The Runcorn and Helsby MP made the comments during a parliamentary session, later saying they were “phrased poorly”. Prime Minister Keir Starmer described the remarks as “racist”.
Pochin’s comments come amid a notable increase in diversity in UK advertising since 2020. Data from Channel 4’s Mirror on the Industry report shows that the percentage of adverts featuring black people rose from 37% in 2020 to 51% in 2022, before declining to 49% in 2023. By comparison, the 2021 census found that 4% of the population of England and Wales is black.
However, experts argue that the shift is driven by commercial incentives rather than a “woke” agenda. A 2024 global study of 392 brands across 58 countries found that inclusive advertising boosted short-term sales by nearly 3.5% and long-term sales by over 16%. The Incorporated Society of British Advertisers described diverse representation as both a “moral responsibility” and a “business imperative”.
Despite progress, some campaigns have faced criticism for perpetuating stereotypes. Last year, Heinz was accused of reinforcing harmful tropes in two adverts, while a Sanex shower gel ad was banned by the Advertising Standards Authority for suggesting black skin is “problematic”. Nessa Keddo, a senior lecturer at King’s College London, noted that brands are now under-investing in diversity, equity and inclusion initiatives, leading to potential missteps.
