Dettol Apologises After 'Toxic Men' Ad Sparks Backlash in China

The British hygiene brand Dettol, owned by Reckitt, has apologised and withdrawn a five-minute micro-drama advertisement in China after it was condemned as offensive to women. The ad depicted a man seeking a 'clean and untouched' woman, equating a partner's lack of previous sexual experience with cleanliness. Although the ad ended with the woman breaking up with the man for his misogyny and compared 'toxic men' to bacteria that need to be eliminated with Dettol, users on Weibo accused the brand of objectifying women and linking female 'purity' to disinfecting products.

The controversy stems from poor execution of an intended anti-sexism message. Dettol claimed the ad was designed to challenge gender stereotypes and promote healthy relationships, but the messaging was conveyed so poorly that it backfired. The brand admitted to negligence in the review process and blamed a third-party agency for the production, though it took full responsibility for the failure to moderate the content effectively.

This is not the first time Dettol has faced such a backlash in China. Last year, the brand drew criticism for another ad that suggested a woman was 'not clean' because she was 'returned' before her wedding. The current incident has led to widespread calls for a boycott on Chinese social media, with the topic garnering over 80 million views on Weibo, highlighting the volatility of gender-based marketing in the Chinese market.