British hygiene brand Dettol has apologised after an advertising campaign in China drew widespread criticism and prompted calls for a boycott.
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The five-minute advert, produced in the style of a short online drama, was intended to challenge sexist attitudes. However, many viewers said the message was poorly executed and offensive, leading the company to withdraw the campaign.
Advert Intended to Criticise Sexism
The advert begins with a man searching for a partner who is “clean” and “untainted by other men”, language that many viewers regarded as misogynistic.
Later in the story, a twist reveals that the man's girlfriend rejects his views and ends their relationship. The advert then compares “toxic men” to bacteria, presenting a Dettol multipurpose disinfectant as the solution.
Dettol said the campaign was designed to criticise harmful gender stereotypes. However, the company argued that clips of the advert shared online removed important context and distorted its intended message.
Company Issues Apology
In a statement released on Monday, Dettol acknowledged the criticism and apologised for the offence caused.
“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 would review its content moderation and approval processes to prevent similar incidents in the future.
The brand said its mission has always been to protect families' health, but stressed that respect and equality are also important values.
“True protection also lies in safeguarding the dignity of every individual and their right to be treated equally,” the statement said.
Social Media Users Condemn Campaign
The advert triggered heated debate across Chinese social media platforms, where many users criticised the campaign for linking ideas of personal “purity” with the cleaning power of disinfectant products.
On Weibo, China's equivalent of X, some users described the advert as offensive and poorly conceived, while others questioned how it had passed internal reviews.
Several comments called for consumers to stop buying Dettol products, arguing that the company had damaged its reputation through the campaign.
Previous Controversy
According to digital culture analyst Manya Koetse, the campaign was particularly problematic because it came from a company whose products are closely associated with cleanliness and hygiene.
She said that even if the advert's goal was to portray the male character negatively, the message was communicated so poorly that it ultimately failed and generated a strong public backlash.
The controversy is not the first involving Dettol in China. Last year, the brand faced criticism over another advert that included the line: “The woman was ‘returned’ just before her wedding; it must be because she was not clean.”
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Adapted by ASEAN Now. Source 23 June 2026