In brief
Dettol, the British hygiene brand, issued a public apology after a five‑minute advert slipped into Chinese social media backlash. The ad, purporting to condemn 'toxic men', was judged to objectify women, prompting furious comments and boycott calls. Dettol removed the campaign and promised to overhaul its review processes. The company reiterated its mission to protect families while underscoring the importance of dignity and equality. The offence represents a repeated pattern of controversy, following similar accusations last year.
British hygiene brand Dettol has issued an apology for a controversial five‑minute advert aired in China that sought to campaign against sexism but was widely viewed as insulting and objectifying women.
The commercial—styled as a micro drama—opens with a man depicting himself as a "clean" partner who evades "tainted" men. The narrative flips when his new girlfriend ridicules his misogyny and ends the relationship. The ad concludes by positioning Dettol as the antidote to "toxic men," likening them to bacteria.
The clip drew fierce protest on Weibo and other Chinese social‑media sites, with users accusing the brand of perpetuating gender stereotypes and even sparking a boycott. Dettol removed the spot and said it had mis‑interpreted data that distorted its intended message.
In a statement on Monday, the company said it recognized the offence caused, especially to women, and pledged to review its content moderation and review process. It reaffirmed that its core mission is to protect families, while stressing the importance of dignity and equality.
The controversy follows prior backlash last year over a campaign that claimed a woman had been "returned" before her wedding because she was not "clean". Dettol remains a part of Reckitt’s portfolio but now faces the challenge of bridging advertising appeal with cultural sensitivity.
