Dettol apologized after a controversial advertisement comparing “toxic men” to bacteria triggered outrage in China, with critics accusing the brand of objectifying women and promoting offensive stereotypes.
WEBDESK – MEDIABITES
British hygiene brand Dettol has issued a public apology in China after one of its advertisements triggered widespread backlash on social media and sparked calls for a boycott.
The five-minute advertisement, created in the style of a Chinese micro drama, was intended to challenge sexism and toxic behaviour. However, many viewers said the campaign instead reinforced harmful stereotypes and objectified women.
The advert begins with a man searching for a woman who is “clean” and “untainted by other men.” In a later twist, the woman confronts him over his misogynistic attitude and ends the relationship. Dettol products are then presented as a solution against “toxic men,” comparing them to bacteria.
The campaign quickly drew criticism across Chinese social media platforms, where users accused the company of using insensitive messaging to market cleaning products.
“What a trashy advertisement. It’s left me speechless,” one user wrote on Weibo, China’s equivalent of X.
Another user commented, “I’m never using Dettol again. There are so many brands in the market after all.”
Following the backlash, Dettol removed the advertisement and released a statement apologising for the controversy.
The company said the advert was originally meant to criticise gender stereotypes, but acknowledged that clips circulating online distorted the intended message and caused offence.
“We recognise that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert,” the company said.
Dettol also announced plans to review its internal content moderation and advertising approval processes to avoid similar controversies in the future.
Media analysts say the campaign became a major public relations setback for the brand in China, especially because Dettol’s business identity is strongly linked to ideas of cleanliness and family protection.
This is not the first time Dettol has faced criticism in China. Last year, the company also drew backlash over another advertisement that linked a woman’s “cleanliness” to marriage suitability.
