Nothing much has changed despite our relationship with modernity.
We are living in the 21st century but persist in discriminating against those with darker complexions. It appears we still judge people by the colour of their skin.
Some may attribute this to inherent tendencies but culture and convention must also share the blame.
Many dark-skinned women and men in Malaysia see hope in creams that promise to lighten their complexion.
It is unfortunate that the craze for fair skin has been aggressively marketed and retail outlets loaded with skin-whitening formulas.
Does it not worry them that some of these creams are a health hazard, especially cheap products made with poor quality ingredients?
The Health Ministry banned a whitening cream last month as it was said to contain high levels of mercury, which can damage kidneys and the nervous system, besides disrupting brain development in children and foetuses.
It is doubtful that this and other botched cases in Malaysia would prevent those convinced that fair skin is their passport to worldly happiness from using them.
Over the years, many have been conditioned to equate fair skin and beauty with wealth, better opportunities and happiness.
Advertisements promote this by saying that fair skin is a prerequisite for success, approval and popularity.
Dark women won’t find husbands or get good jobs and are not likely to be their parents’ favourite children. Such advertising is bizarre and conveys a dangerous message that pushes women to spend their money and time on trying to look light-skinned and beautiful instead of improving their personalities.
Evidence suggests that there is bias against dark men as well, some of whom tell stories of harassment because of their skin colour. Many have a tough time growing up, with unkind people using derogatory terms to describe them.
There have been cases of depression among these women and men, some of whom have admitted to contemplating suicide.
The “Dark is Beautiful” awareness campaign in India should inspire us to launch something similar in Malaysia. The Indian initiative, introduced in 2009 by the Women of Worth movement, “seeks to draw attention to the unjust effects of skin colour bias and celebrate the beauty and diversity of all skin tones”.
It “challenges the belief that the value and beauty of people (in India and worldwide), is determined by the fairness of their skin. This belief, shaped by societal attitudes and reinforced by media messages, is corroding the self-worth of countless people, young and old”.
The value of such a campaign is to “ignite a debate on the issue” and to educate societies, particularly the young, to love and accept the way they look.
Parents must instead build their children’s confidence and self-esteem with character-forming pursuits