True, but the ad doesn't refer to skintones, it's about clothes and deodorant stains.I don't think you understand it either. The messaging is different but the negative implications are the same.
In Asian countries, lighter, more White, skintones are valued because there is a connotation that it equals wealth. Whereas, darker, more Black, skintones are poor.
South Africa struggled with apartheid, so the messaging is largely the same.
In the Middle East, skin ligtening products are highly valued. Lighter, more White, skintones are valued.
Have you never heard that lighter women are more "pure?" This is a sentiment many many countries hold. Since most of the skin products in those nations are meant to target the audience, who desire a lighter skintone, then the messages are still negative.
White is purity when referring to color is as innocent as saying green is envy or blue is hope.