In brief
A new Dettol advertisement aired in China purporting to challenge sexism sparked backlash when it appeared to objectify women and compare people to bacteria. The five‑minute micro‑drama featured a male protagonist searching for a “clean” partner, only to be confronted by his girlfriend over his misogyny and subsequently replaced by Dettol as a solution. Critics on Weibo said the clip was offensive and called for a boycott, leading Dettol to remove the ad and issue an apology for offending women. The brand will review its content‑moderation process and reaffirm its commitment to dignity and equality, but its previous controversial marketing in China underscores the delicate line it walks in messaging.
By Kelly Ng | 1 hour ago
British hygiene brand Dettol has issued a public apology after a Chinese-language ad that aimed to critique sexism was instead perceived as sexist and objectifying women. The five‑minute advertisement—styled like a micro‑drama—followed a man searching for a “clean” partner, only to have his partner expose his misogyny and end the relationship, ending with a comparison between “toxic men” and bacteria that Dettol neutralises.
The clip ignited an uproar on Weibo and other platforms, with many users accusing the ad of diminishing women and urged a boycott of Dettol. The company removed the ad and said it had been mis‑interpreted due to snippets circulating online, but acknowledged that the core message was damaged.
Dettol stated it would review its content‑moderation procedures and emphasised that while the brand’s original mission is to protect families, it also values dignity and equality. The brand’s past marketing challenges in China—including a previous line that suggested a bride was “returned” before her wedding because she was not clean—highlight the sensitivity of messaging for a hygiene company.
Consumers and commentators caution that even ads that intend to challenge stereotypes can miss the mark, turning defender of hygiene into a target of criticism. Whether Dettol can regain trust remains to be seen as Chinese users demand more thoughtful, respectful representation.
