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Skin tone representation in dermatologic direct-to-consumer advertisements: a cross-sectional analysis and call to
Chidubem A V Okeke1, Joseph Tran2, Ixavion Wright2
1Department of Dermatology, Howard University College of Medicine, Washington, DC.
International Journal of Women'S Dermatology
|October 20, 2023
Summary
Direct-to-consumer advertisements (DTCAs) in dermatology are improving diversity but still lack representation of darker skin tones and skin conditions. Increased representation is crucial for effective patient communication and education.
Area of Science:
- Dermatology
- Medical Marketing
- Health Communication
Background:
- Direct-to-consumer advertisements (DTCAs) are key for informing diverse audiences about medical treatments.
- In dermatology, DTCAs influence public perception, understanding of skin conditions, and awareness of therapies.
Purpose of the Study:
- To analyze and characterize the representation of various skin tones in dermatologic DTCAs.
- To assess the depiction of skin conditions on individuals with darker skin tones in these advertisements.
Main Methods:
- Nielsen ratings identified top networks for Black viewers in 2022.
- DTCAs aired on major networks in the Washington D.C. metropolitan area (June-July 2022) were reviewed.
- Advertisements were analyzed for model skin tones (using Monk Skin Tone scale) and depicted skin conditions on darker skin.
Main Results:
- Out of 106 dermatologic DTCAs, 13 featured 32 unique models; only 25% had an MST of 7 or higher.
- Four advertisements depicted skin conditions on darker skin tones.
- Persons of color appeared in 23% of ads, exceeding the 2021 US census figure for Black individuals (13.6%).
Conclusions:
- Dermatologic DTCAs show increasing diversity but underrepresent individuals with darker skin tones.
- There is a significant lack of advertisements showing skin diseases on darker skin.
- Improved representation of all skin tones in DTCAs is vital for effective patient communication and equitable dermatologic care.
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