Social media users and celebrities have called for the removal of a Nivea billboard advert found across Ghana that features Miss Nigeria Omowunmi Akinnifesi and uses the tagline ‘For visibly fairer skin’.

The advert promotes the Beiersdorf-owned Nivea lotion and has left consumers disgruntled at the connotation that fairer skin equates to beauty.

Witnesses of the advert took to social media to voice their concern, with a journalist stating, ‘”Dear Nivea, Who told you, one must be light skin to be beautiful? We love our skin in it’s original creation. You can never be wiser than the God who gave us our beautiful black skin. This is offensive. Better change your marketing strategy. #PullItDownNow.”

Meanwhile Ghanaian musician Fuse ODG has also waded into the row, using his status to call for action from the German personal care giant.

He stated, “Dear Nivea, Kindly take down these billboards you have placed all over our beloved countries in Africa. I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will. Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is! With love #PULLITDOWNNOW @Nivea_uk@NiveaUSA @reggierockstone711@Sarkodie@r2beesmusic.”

The recent advert also seems to directly flaunt attempts by Ghanaian authorities to crack down on skin bleaching within the country due to the potential adverse reactions to the skin.