A well-known teeth-whitening brand has sparked outrage with its latest advertising campaign, which many have slammed as “tone-deaf” and racially insensitive.
White Glo’s ad, featuring the slogan “Make the white choice,” has appeared on public transport in Melbourne and Sydney, triggering widespread criticism online.
Communications strategist Kriti Gupta told news.com.au the issue goes far beyond a simple oversight.
“This didn’t just slip through unnoticed. It was reviewed and approved at multiple levels—creative, client, media buying—and no one flagged the racially charged message? That points to a deeper systemic blind spot,” she said.
Gupta emphasized that a brand’s intent doesn’t negate public interpretation:
“It’s not about what the company meant—it’s about how the public receives it. You can’t control interpretation once it’s out there. And this phrase has clear historical baggage.”
She added that the association of whiteness with purity or superiority has long been embedded in marketing, from 19th-century soap ads to modern-day whitening products. The difference now, she said, is that people are calling it out in real-time.
Social Media Backlash
A TikTok video criticizing the ad has already garnered over 130,000 views, with the creator suggesting White Glo needs to “double-check” its marketing team.
Other users called the campaign “casually racist” and “outdated,” questioning how such messaging made it through approval in 2025.
Melbourne activist Jeff Kissubi echoed the backlash, calling the slogan “tone-deaf” and “ignorant,” especially given today’s heightened cultural awareness.
“Language holds power and can marginalize voices. We need to confront harmful messaging and push for accountability,” he said.
Deliberate Stunt?
Some speculate the controversy might have been intentional, suggesting the brand knew the slogan would stir discussion.
“From a PR standpoint, it’s working,” one Reddit user remarked. “It’s everywhere now.”
Brand’s Response
White Glo has responded to the backlash in social media comments and official statements, apologizing and claiming the phrase was simply a play on “Make the Right Choice” to promote product effectiveness.
Director Jeffrey Wong stated:
“We’ve seen the feedback and deeply apologise. The slogan was meant to emphasize the effectiveness of our whitening products, not to offend.”
He added that the company is now working to remove the campaign and reiterated that White Glo has a “very multicultural staff and management team.”
The brand also issued an apology on Instagram.
However, Gupta criticized the response, calling it a “tired non-apology” that avoids true accountability.
“If you work in communications and still don’t understand how harmful messaging gets through, then you need to question your role,” she said.
Preventing Future Missteps
Gupta concluded that the key to avoiding similar controversies lies in having truly diverse voices involved in campaign development.
“If everyone making the decisions thinks alike, this is the kind of result you get. Sometimes it only takes one person with cultural insight to say, ‘That doesn’t sound right’ to stop a campaign like this.”
