Dettol Apologises After ‘Toxic Men’ Ad Backfires in China

Tue Jun 23 2026 09:56:57 GMT+0000 (Coordinated Universal Time)

British hygiene brand Dettol pulls a controversial China commercial, apologises for sexism criticisms and promises a review of its content process.

British hygiene brand Dettol has issued an apology after a five‑minute China‑only commercial that tried to challenge sexist norms ended up sparking widespread outrage. The ad, styled as a micro‑drama, depicts a man seeking a “clean” partner only to be rejected by a woman who condemns his misogyny, and then equates “toxic men” with bacteria. The Internet users on platforms such as Weibo called it objectifying and called for a boycott; the ad was removed after backlash. Dettol says the snippets that circulated the world were distorted and that it will review its moderation workflow. The incident follows a prior 2024 ad backlash over a bride being labelled “unclean.”

Dettol Apologises After ‘Toxic Men’ Ad Backfires in China

British hygiene brand Dettol has issued an apology after a China‑only commercial, aimed at challenging sexism, ended up sparking outrage. The five‑minute micro‑drama showed a man searching for a “clean” partner, only to be rebuked by a woman who calls his misogyny out and ends the relationship – a narrative that was later equated to “toxic men” versus bacteria.

The clip drew an angry response on social platforms such as Weibo, with users describing the ad as “trashy,” “objectifying,” and calling for a boycott. Dettol removed the spot, said the material was meant to criticise gender stereotypes, and warned that snippets circulating online had distorted its message.

The company pledged to review its content‑moderation processes and reaffirmed its focus on protecting health and dignity. This incident follows a 2024 backlash over another Dettol ad referencing a bride’s “unclean” status. Dettol remains under scrutiny as a Reckitt brand that straddles hygiene and social messaging.