Editor's note: Roland S. Martin is a syndicated columnist and author of "The First: President Barack Obama's Road to the White House." He is a commentator for the TV One cable network and host/managing editor of its Sunday morning news show, "Washington Watch with Roland Martin."
By Roland Martin, CNN Contributor
(CNN) - Acura found itself in a bit of hot water this week when it was revealed that a casting agency in Los Angeles only desired light-skinned African-American actors for the company's Super Bowl commercial featuring Jay Leno and Jerry Seinfeld.
The company apologized, but that hasn't stopped a lot of the chatter criticizing Acura for not doing more to keep the casting agency in check. This really isn't a new story considering how many times in the past we've heard similar stories, including that advertising agencies have non-urban dictates like refusing to buy advertising space on black-focused radio, TV, magazine and online properties.
Worldwide, nearly $500 million is spent on bleaching products, an effort for people with darker skin to lighten their skin. This is pretty laughable considering the lengths some whites go to darken their skin through tanning beds or even spray painting a bronze look in order to appear darker. (I'm still trying to figure out the skin tone of Speaker of the House John Boehner.)
But there is another critical discussion that must be had, and that is the belief that the lighter skinned you are, the better your life will be.