Nivea apologises for controversial 'White is Purity' campaign as it pulls the ad after it was shared by an extremist right-wing Facebook group

Nivea has apologised for its 'misleading' advert shared on its Facebook page
The ad for Invisible Black & White deodorant adopted the slogan 'White in Purity'
The brand have now apologised after it was shared by far-right groups

Published: 16:30 BST, 4 April 2017 | Updated: 17:03 BST, 4 April 2017

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Nivea has apologised after sharing a controversial advert for its deodorant with the tag line 'White is Purity'.

The campaign, which appeared on the brand's Middle Eastern Facebook page, has since been removed after fans dubbed it racist.

As well as the offending text the advert was captioned: 'Keep it clean, keep it bright. Don't let anything ruin it.'

Nivea has apologised after pulling controversial 'White is Purity' advert after it was branded racist by fans and shared by far right groups

Nivea issued its apology after the poster, featuring a photograph of a woman from behind, was shared by extremist right-wing groups.

The campaign was advertising the Black & White Invisible deodorant and the brand have since admitted that the advert was 'misleading'.

The so-called misleading message was then picked up by far-right Facebook groups who shared the post commenting: 'We enthusiastically support this new direction your company is taking. I'm glad we can all agree that #WhiteIsPurity'.

The campaign was then picked up by far-right Facebook groups who shared the post and Nivea has now agreed that the advert is 'misleading'

Another alt-right group commented: 'Nivea has chosen our side and the most like comments are glorious'.

The ad was also shared on Twitter where many pointed out the unfortunate nature of the slogan.

In their apology Nivea representatives were eager to state that any connotations in the post were completely unintentional.

Many took to Twitter to point out the unfortunate nature of the advert branding the company the 'official deodorant of the alt-right'

Speaking to the MailOnline a spokesperson for Nivea said: 'There have been concerns risen about ethnic discrimination due to a post about NIVEA Deodorant Invisible for Black & White on our NIVEA Middle East Facebook page.

'We are deeply sorry to anyone who may take offense to this specific post. After realizing that the post is misleading, it was immediately withdrawn.

'Diversity and equal opportunity are crucial values of NIVEA: The brand represents diversity, tolerance, and equal opportunity. We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities.

'This applies regardless of gender, age, race, skin colour, religion, ideology, sexual orientation, or disability. Nor should cultural, ethnic, or national origin, and political or philosophical conviction be of any significance.'