White Glo, a popular Australian toothpaste brand, has sparked controversy with its latest advertising campaign, which has been accused of racism.
The ad, which appeared on buses, trams, and trains in Melbourne and Sydney, featured the slogan “Choose White.” Some viewers felt the phrase implied that white was superior to black, sparking controversy.
Communications strategist Kriti Gupta noted that “advertising isn’t about brand intent, but how the audience interprets it.” She explained, “Language is not neutral. For decades, associations of white with purity, cleanliness, and integrity have been ingrained in advertising and media, often excluding or devaluing non-white people.”
As the ad was widely discussed on social media, Australians criticized the campaign as “racially biased” and “outdated.” In a video with nearly 130,000 views, one netizen commented: “White Glo, you might need to re-evaluate who’s marketing you.”
Melbourne activist Jeff Kissubi said, “This isn’t just cultural insensitivity; it shows a brand’s ignorance and failure to grasp current social awareness. In 2025, this lack of cultural awareness is shocking.”
Kissubi also noted, “Language holds power. It can erase the voices of Indigenous people, Black people, and people from other ethnic minorities. We must condemn harmful messages and hold people accountable.” However, some observers dismissed the ad as harmless: “People are being overly sensitive. It’s just about whitening teeth.”
White Glo has apologized for the controversy and stressed that the ad “is purely about whitening teeth, nothing more.”
The company stated: “Our slogan, ‘Make the White Choice,’ is meant to convey ‘Make the Right Choice.’ It is a play on words used to emphasize the effectiveness and reliability of our product, and is not targeted at any particular group of people.
Although the ad was approved by the Australian advertising regulator in April, recent feedback suggests it has not achieved the desired effect.”
White Glo director Jeffrey Wong said the company is working to remove the ad and emphasized its “culturally diverse workforce and management team.”
