Since the early 1990s, the UK advertising industry has been criticised for the relative absence of non-whites, and for the ways ethnic minorities are depicted when they are used. Using interviews with advertising professionals and focus groups with black consumers, information on the perceptions of black people in advertising was gathered. The overwhelming message to advertisers was a simple one: 'it isn't about quotas; it's about the way we are portrayed'. A content analysis of all advertisements shown during prime time on the three terrestrial channels over 2 weeks was then conducted. Results revealed that black people are actually over-represented in UK television advertisements, although this is not the case for all sectors. However, the role type given to black spokespersons was found to be limited. Implications for marketing and advertising are discussed.