British hygiene brand Dettol has issued an apology in China after a recent advertisement, intended to challenge gender stereotypes, sparked widespread online backlash. The campaign, which compared “toxic men” to bacteria and presented Dettol products as a solution, was quickly criticized by users who accused it of objectifying women.
Controversial Campaign Draws Fire
The five-minute advertisement, designed as a short drama for a multipurpose disinfectant, began with a man seeking a partner who was “clean” and “not tainted by other men.” The narrative then shifted, showing his new girlfriend confronting him over his problematic views and ending their relationship. It concluded by likening “toxic men” to bacteria, positioning Dettol as the remedy.
However, the message was largely misunderstood and poorly received on Chinese social media platforms. Internet users questioned the ad's underlying message and many called for a boycott of the brand. Critics argued that the campaign inadvertently reinforced harmful ideas about women's “purity” and linked it to cleaning products.
“What a trashy advertisement. It's left me speechless,” one user wrote on Weibo, China’s X-like platform, reflecting widespread sentiment.
Dettol Responds to Backlash
In response to the growing criticism, Dettol stated that the advertisement's original intent was to critique gender stereotypes, but that short clips shared online had altered the public’s perception of the campaign. “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,” Dettol said in a statement.
The company also announced that it would review its content moderation processes, reiterating its mission to protect family health while also respecting individual dignity and equality. This incident highlights the challenges brands face in navigating complex social issues in advertising, particularly in diverse cultural contexts.
Previous Advertising Controversies
This is not the first time Dettol has faced scrutiny over its advertising in China. Last year, the brand, owned by Reckitt, drew criticism for an ad featuring the line: “The woman was 'returned' just before her wedding; it must be because she was not clean.” These repeated controversies underscore the need for brands to carefully consider cultural nuances and potential misinterpretations when crafting campaigns that touch on sensitive social themes.