In brief
British hygiene brand Dettol has issued a formal apology after a five‑minute advert in China that aimed to critique sexism was widely criticised for objectifying women and encouraging a boycott. The clip, styled as a micro‑drama, followed a male protagonist who seeks a "clean" partner and is confronted by his girlfriend for misogyny, ending with Dettol presented as the antidote to "toxic men". The footage was removed after online backlash, and the company pledged to review its content moderation and acknowledged that many women felt offended. Dettol, owned by Reckitt, previously faced controversy with another campaign involving a woman’s alleged lack of cleanliness. The incident highlights the challenges global brands face when adapting humour and messaging for local audiences.
The British hygiene brand Dettol has issued a formal apology after a short advert aired in China attracted widespread criticism for its portrayal of women and its tone. The five‑minute clip, styled as a stylised micro‑drama, followed a man searching for a “clean” partner and then being confronted by his girlfriend for misogynistic attitudes. The advert ends with the brand presenting its disinfectant as a cure to “toxic men” comparable to bacteria.
The advert sparked an immediate uproar online, with users accusing the campaign of objectifying women and advocating for a boycott of the brand. Dettol claimed the commercial was intended to critique gender stereotypes but stated that “snippets” circulated online were taken out of context, leading to misunderstanding of its core message.
In a statement released Monday, Dettol acknowledged the offence caused, especially to women, and pledged to review its content‑creation and reviewing processes. The company highlighted that while its mission is to protect families, it also recognises the importance of safeguarding individual dignity and equality.
Comments on Weibo were sharply negative, with users describing it as a “trash advertisement” and questioning corporate responsibility. Manya Koetse, who runs the Eye on Digital China newsletter, described the campaign as “quite a mess” for a brand that revolves around cleanliness.
This is not the first time Dettol has been embroiled in controversy in China – a previous advert last year that suggested women were “not clean” before marriage drew backlash. The incident underscores the fine line global brands must walk when localising content for culturally distinct audiences.
