British hygiene brand Dettol has issued a public apology in China after a controversial advertisement intended to challenge sexism instead triggered widespread criticism and calls for a boycott.
The five-minute advertisement, produced in the style of a popular Chinese micro-drama, follows a man searching for a romantic partner who is “clean” and “not tainted by other men.” In a twist near the end of the video, the man’s girlfriend confronts him over his misogynistic views and ends their relationship. The advertisement then promotes a Dettol disinfectant product, comparing “toxic men” to bacteria.
Despite the intended message, the campaign quickly drew criticism across Chinese social media platforms, with many users accusing the brand of objectifying women and making inappropriate comparisons between personal “purity” and hygiene products.
In a statement released on Monday, Dettol said the advertisement was designed to criticize gender stereotypes and sexist attitudes. However, the company acknowledged that the campaign failed to communicate its message effectively.
“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 added that it had removed the advertisement and would review its content approval and moderation processes to prevent similar incidents in the future.
The company stressed that its mission has always been to protect the health of families, but noted that “true protection also lies in safeguarding the dignity of every individual and their right to be treated equally.”
The controversy has fueled intense debate online, with many social media users expressing frustration over the campaign’s messaging.
“What a trashy advertisement. It’s left me speechless,” one user wrote on Weibo, China’s leading social media platform. Another commented, “I’m never using Dettol again. There are so many brands in the market after all.”
Digital China analyst Manya Koetse described the campaign as a major communications failure, saying that while the intention may have been to portray the male character negatively, the message was delivered so poorly that it “backfired spectacularly.”
The incident is not the first time Dettol, owned by British consumer goods giant Reckitt, has faced criticism in China. Last year, the brand was also criticized over an advertisement that linked a woman being rejected before her wedding to a lack of cleanliness, sparking accusations of sexism and insensitivity.
The latest controversy highlights the growing scrutiny multinational brands face in China, where advertising campaigns are increasingly examined for their social and cultural messages.