Dettol Apologizes After Ad Backfires in China
Wednesday, 2026/06/24181 words3 minutes1493 reads
British hygiene brand Dettol has issued a formal apology following intense backlash over a Chinese advertisement that was intended to challenge gender stereotypes but instead provoked widespread condemnation. The five-minute advertisement, styled as a micro-drama promoting a multipurpose disinfectant, featured a male protagonist seeking a partner who is "clean" and "not tainted by other men."
The narrative included a plot twist where his girlfriend confronts him about his misogyny before ending the relationship. Dettol was then positioned as a solution against "toxic men" who are likened to bacteria requiring elimination. However, the campaign sparked fierce criticism across Chinese social media platforms, with users accusing the brand of objectifying women and making inappropriate comparisons between human "purity" and disinfection.
Dettol acknowledged the offense caused and removed the advertisement, stating that circulated snippets had distorted its core message. The company emphasized its commitment to protecting not only health but also individual dignity and equal treatment. This incident marks the second controversy for Dettol in China within a year, following a previous advertisement that similarly drew criticism for problematic messaging about women and cleanliness.
