Skincare brand Nivea has been slammed for an advert that shows a black woman using their products to lighten her skin.

The advert for Nivea's Natural Fairness shows the model's complexion changing as she applies the skin cream, boasting that it had made it 'visibly lighter.'

Since it's appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.

The TV advert and accompanying billboards have appeared across Nigeria, Ghana and Cameroon and Senegal.

Appearing in the advert is former Miss Nigeria Omowunmi Akinnifesi, who is seen boasting that 'visibly fairer skin' makes her feel 'younger.'

Social media users across the world have been expressing their anger and called for Nivea to remove the adverts.

Anti blackness & white supremacy are global we need to look at the roots of why people bleach, Nivea are catering to a demand. — GHANA'S FINEST (@Ghanasfinestx) October 18, 2017

Others have pointed out that if the demand was not there for skin-lightening products, Nivea would not be selling them.

You can’t hate Nivea they’re only servicing the need of the marketplace we need to change it from the bottom up it won’t happen top down — FOLS (@folsforever) October 19, 2017

The model in the clip later defended Dove, saying it was being perceived as racist because it had been taken out of context and did not show the whole advert which showed women of many skin colors changing into each other.

This article has been adapted from its original source.