Dettol’s China campaign backfires: advert about ‘toxic men’ sparks backlash
British hygiene brand Dettol has issued an apology after a five‑minute advert aired in China, intended to criticise gender stereotypes, was widely criticised for being sexist.
The clip, styled like a micro‑drama, follows a man who seeks a partner described as “clean” and “not tainted by other men.” In a twist, his woman confronts his misogyny and ends the relationship before Dettol is positioned as the clean‑securing solution.
The advert sparked an uproar on Weibo and other platforms, with users accusing it of objectifying women and calling for a boycott. A clip of a previous Dettol ad that read “The woman was ‘returned’ just before her wedding; it must be because she was not clean” also drew backlash last year.
In a statement, Dettol acknowledged that the ad “has offended many people, especially women,” and admitted “negligence in creating and reviewing the content.” The company will review its moderation processes to prevent similar incidents.
The controversy has reignited discussions about how global brands interpret gender and diversity in culturally nuanced markets. Commentators suggest that even well‑intentioned content can backfire when the messaging is misread or miscommunicated.
Dettol’s owner, Reckitt, remains committed to “protecting the health of families” while recognizing that “true protection also lies in safeguarding the dignity of every individual and their right to be treated equally.”
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