It's 2024 and we are still endorsing whitening creams

Calls for putting an end to such advertisements resonate with many

Rabia Anum Obaid and Soul Sisters Pakistan founder Kanwal Ahmed are rightfully fed up with advertisements that showcase the need for fairness creams. Both of the prominent personalities have taken to their social media platforms to express their dismay over a recent fairness cream advertisement that perpetuates harmful beauty standards. The advertisement, which both women find inappropriate, encourages men to urge their partners to use a skin-whitening cream in a derogatory manner.

Rabia, addressing the issue on X (formerly Twitter), expressed her shock at witnessing the ad. She highlighted that the ad encourages men to ask their partners to use the cream for skin whitening, using a disrespectful tagline, "Apni partner ko dekho or ab mujhe dekho" (Look at your partner and now look at me). Obaid passionately called for an end to such ads, emphasising that it's the year 2024 and that society should move beyond such regressive marketing.

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