When the media uses people of colour in ads, magazines, etc. and lightens their skin in an effort to be more "marketable" read: white and "appealing" read: white to a larger white audience.
This process lightens the skin so much that the person in question bears little resemblance to a real person of colour and is obviously fake.
"Did you see Rihanna on the cover of Vogue? It looks like she has digital vitiligo..."
"Why do Venus and Serena Williams look about 4 shades lighter than normal in the new iPhone commercial?"