Dove has been a beacon of body positivity in its ad campaigns, often making a point to feature many different ages, sizes, and races. But this week, the company is in hot water after sharing a clip to its Facebook page that involved a Black woman apparently turning white after using one of Dove鈥檚 moisturizers 鈥 an ad that has many up in arms over the message it sends.

After a near-instant backlash, the company immediately pulled the ad in question, but not before the internet grabbed its receipts and reminded the company that this wasn鈥檛 the first time they鈥檝e pulled out a racially insensitive campaign.

In recent years, Dove has shown three different women poorly placed from dark to light with 鈥before and after鈥 above their heads, and at one point had a lotion described as, 鈥for normal to dark skin.鈥

Lewis Williams, chief creative officer at ad agency Burrell Communications, told Ad Week, 鈥淸When I first saw it], to be honest, I was like, 鈥楬ere we go again. We see it over and over and over again. It鈥檚 not just Dove. It鈥檚 the entire industry from clients to agencies not seeing the obvious [undertones]. What鈥檚 unfortunate is next week we鈥檒l be having the same conversation.鈥

Dove has apologized via their Facebook account, acknowledging that their ad 鈥渕issed the mark,鈥 and asserting that they鈥檙e 鈥済rateful for feedback鈥 they鈥檝e received regarding the commercial.

What do you think of Dove鈥檚 latest advertising miss? Tell us @BritandCo!