Intended for healthcare professionals


Use of skin lightening creams

BMJ 2010; 341 doi: (Published 23 November 2010) Cite this as: BMJ 2010;341:c6102

Role of the Media in promoting skin lightening agents !

In my country Pakistan , the media is playing a very negative role in
promoting such cosmetic agents ! Dozens of television ads day and night
promote creams and bleaches to make women fairer. The
end product is always a lighter skinned women who has made a great match
in marriage because of her newly found fair complexion. In a country where
everyone is wheatish to dark such ads result in lowering self-esteem !
It is important that public health professionals in such countries should
speak up !

Competing interests: No competing interests

26 November 2010
Hunniya Waseem
Emergency Physician
Public Health Solutions Pakistan