Dettol, a British disinfectant brand, has issued a public apology after a micro‑drama advertisement in China, designed to call out sexism, was widely criticized for misogyny and sexist undertones.
The five‑minute spot, styled like a micro‑drama, opens with a male character looking for a girlfriend who is “clean” and “not tainted by other men.” A dramatic turn occurs when his new partner confronts him for his misogyny and ends the relationship, while the brand is then positioned as the antidote to “toxic men” who are “like bacteria.”
Viewers on Weibo and other Chinese platforms reacted angrily, saying the campaign objectified women and equated personal purity with the disinfecting abilities of Dettol products. Many called for a boycott and posted vivid complaints such as, “This is a trashy advertisement,” and, “What a hopeless company.”
Dettol announced that the ad had been removed following the backlash and that the portrayal of gender stereotypes had been mis‑communicated. In a statement, the company said, “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 brand also pledged to review its content‑moderation processes and highlighted that true protection requires safeguarding the dignity of every individual and their right to equality.
Industry observers note that this is not the first time Dettol has faced controversy in China. Last year, a different campaign had sparked backlash when it suggested that a bride was “returned” before her wedding because she was “not clean.”
Social media specialist Manya Koetse criticized the campaign as “quite a mess for a brand whose business revolves around cleanliness,” adding that even if the intent was to depict the male character correctly, the message was poorly conveyed and backfired spectacularly.
