LEGEND

For the same reason that Eastern Europeans are seen as subhuman in certain places in Western Europe (the amount of racism I have heard against Poles in England, Lord). We live in an imperialist, white supremacist world where the countries that colonized the globe imposed their beauty standards as the ideal everywhere, and due to how connected the world has become that ideal has reached places that weren't even subjected to colonization.

Also race in Latin America works very differently than it does in Western countries, people who have even slight European ancestry (mostly from Spanish settlers that came there centuries ago) are considered white there by the media/government/people and would consider themselves white. The "White" you speak of is not only appearance, but also Western culture and upbringing (the "White ethnicity") which is not necessarily labelled as "white" in Latin America, but rather as just British or American or whatever culture.