British hygiene brand Dettol has issued a full apology after a ten‑minute‑long video ad created for the Chinese market sparked backlash for its depiction of sexism. The ad, which portrays a man searching for a partner who is "clean" and "not tainted by other men", cuts to a twist where the woman breaks up with the protagonist for his misogyny. The final shot frames Dettol products as the solution to "toxic men", likening them to bacteria to be cleaned away.
The clip was interpreted by many Chinese netizens as objectifying women and offensive. Users on Weibo called it a “trashy advertisement” and urged a boycott of the brand, while a rising debate arose over the failure of the company to properly vet the content before release. Dettol removed the ad from circulation and announced it would review its internal moderation processes to prevent similar mistakes.
Industry observers highlighted that this is not the first controversy Dettol has faced in China; last year a separate campaign faced backlash for seemingly blaming women for family mishaps. The company stated that while its mission is to protect family health, it also recognizes the necessity to safeguard dignity and promote equality. It added it would work to assure consumers that future advertisements would uphold these values.
The incident underscores the cultural sensitivities required when marketing to diverse audiences. It also demonstrates the power of social media in amending brand perception quickly in today’s interconnected world.
