In brief
Dettol, the British hygiene maker, has clarified that a 5‑minute advert aimed at countering sexism instead received a sharp backlash from Chinese consumers, who accused the campaign of objectifying women. The 2024 micro‑drama style commercial compared the concept of ‘clean’ to personal purity, depicting a male protagonist seeking a partner who is free from previous toxic influences. When the narrative shifted and the partner criticised his misogyny, Dettol took the opportunity to market its disinfectant as a solution for ‘toxic men’. The piece was removed after public outrage and the company pledged to review its ad‑review processes. This marks another controversy for the brand, following last year’s flier that suggested a bride was dismissed for not being clean enough.
Dettol, the British hygiene brand, has issued an apology after a 5‑minute advert meant to critique sexism ran wildly off target in China.
The short micro‑drama featured a male character searching for a partner described as ‘clean’ and ‘not tainted by other men’, a setup that was intended to criticize male misogyny. The twist came when the girlfriend pointed out his sexism and broke up with him. Dettol then linked its disinfectant to the idea that ‘toxic men’ are like bacteria.
Chinese netizens erupted on platforms such as Weibo, accusing the campaign of objectifying women and calling for a boycott of the product. Some argued that the comparison of personal purity to cleaning power was distasteful.
Dettol removed the television spot after backlash and said the snippets circulating online had distorted its original intent. In a statement Dettol admitted it had misjudged the execution and pledged to scrutinise future content more thoroughly.
The brand has faced earlier criticism after a 2024 advert that implied a woman was sent away from a wedding because she was not ‘clean’. This latest episode highlights the growing scrutiny of advertising that appeals to sensitive social topics.
