British hygiene brand Dettol has issued an apology after a promotional advert in China sparked widespread criticism and calls for a boycott, with many viewers accusing the campaign of reinforcing sexism rather than challenging it.
The five-minute advert, produced in a micro-drama style to promote a multipurpose disinfectant, begins with a male character expressing a preference for a partner who is “clean” and “not tainted by other men.” The narrative then takes a turn when his girlfriend confronts him over his behaviour, criticising his misogynistic views before ending the relationship. The advert closes with Dettol positioned as a solution, describing “toxic men” as being “just like bacteria.”
The campaign quickly drew backlash on Chinese social media platforms, where users said the messaging was inappropriate and offensive. Some criticised the comparison between human relationships and hygiene products, while others argued that the advert itself objectified women under the guise of social commentary. Calls to boycott the brand spread across online forums, intensifying pressure on the company.
Dettol, which has since removed the advert, said the campaign was intended to highlight and challenge gender stereotypes. However, the company acknowledged that circulating clips taken out of context may have distorted its intended message and contributed to public misunderstanding.
In a statement issued on Monday, Dettol said: “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 also confirmed it would review its internal content approval and moderation processes to prevent similar issues in the future.
Dettol added that while its mission has long focused on protecting family health and hygiene, it also recognises that “true protection also lies in safeguarding the dignity of every individual and their right to be treated equally.”
The controversy has been widely discussed across Chinese social media platforms, where reactions ranged from anger to disbelief. One user on Weibo described the advert as “trashy,” while another questioned the company’s leadership and marketing judgement, saying they would no longer use Dettol products.
Industry observers also criticised the campaign’s execution. Manya Koetse, founder of the Eye on Digital China newsletter, said the advert reflected a serious misstep in messaging. She noted that even if the intention was to criticise the male character’s behaviour, the execution was unclear and ultimately counterproductive, particularly for a brand associated with cleanliness.
This is not the first time Dettol, owned by British consumer goods company Reckitt, has faced controversy in China. Last year, another campaign drew criticism for a line implying that a woman “returned” before her wedding due to being “not clean,” further adding to scrutiny of the brand’s messaging strategy in the market.
You must be logged in to post a comment Login