Pochin was speaking during a TalkTV phone-in on Saturday, when she said she agreed with a caller who complained about the “demographics” of advertising.
The Runcorn and Helsby MP said the viewer was “absolutely right” and “it drives me mad when I see adverts full of black people, full of Asian people”.
She said that it did not reflect society and “your average white person” is “not represented anymore”.
In a social media post later on Saturday, Pochin said her comments “were phrased poorly and I unreservedly apologise for any offence caused, which was not my intention”.
“The point I was making is that many British TV adverts have gone DEI [diversity, equity and inclusion] mad and are now unrepresentative of British society as a whole,” she said.
She cited a Channel 4 study which found that the proportion of adverts featuring black people jumped after the rise of the Black Lives Matter movement, from 37% in 2020 to 51% in 2022.
“Representation should reflect the diversity of modern Britain, but it should also be proportionate and inclusive of everyone,” she added.
Pochin was backed by Reform UK’s head of policy, Zia Yusuf, who told Sky News on Sunday that she was “right to apologise” but was raising “a very valid point we must be able to talk about”.
The Liberal Democrats have also called on Farage to suspend Pochin from the party, while urging the government and the Conservatives to back a parliamentary motion rebuking the MP for her “racist and inexcusable remarks”.
The party’s home affairs spokesman Max Wilkinson said: “Sarah Pochin’s remarks were blatantly racist.
“Decent MPs from across party lines should now come together to condemn this disgraceful behaviour and show the public that this will never be tolerated by Parliament.”
He also accused Conservative shadow home secretary Chris Philp of being “spineless” for “failing to immediately call out Pochin’s racist remarks for what they were”.
Asked about her comments on Sunday, Philp told the BBC: “It’s certainly not language that I would use and I don’t think politicians should speak in those terms.”
He later told LBC the way Ms Pochin made her comments was “racist”, adding: “She should absolutely not have said that. It was completely wrong.”