British hygiene brand Dettol has apologized and withdrawn a controversial advertising campaign in China after it sparked widespread backlash over what many viewers described as misogynistic and offensive portrayals of women.
The advertisement, released across several Chinese online platforms in late May to promote one of the company’s multi-purpose disinfectant products, quickly ignited criticism on social media, prompting calls for a consumer boycott of the brand.
Owned by British consumer goods giant Reckitt, Dettol said the campaign was intended to condemn toxic male behaviour but acknowledged that it failed to communicate that message effectively.
Advert sparked widespread criticism
The five-minute promotional film centres on a man who compares his current girlfriend with a former partner after learning that his ex had previously lived with another man.
Describing his former relationship as a “secondhand service,” the character tells friends he wants to marry a woman who is “clean and untouched” and whose first sexual partner would be him.
Although the storyline later depicts the man’s new girlfriend confronting his misogynistic views and ending the relationship, many viewers said the offensive remarks dominated the advertisement and overshadowed its intended message.
The commercial concludes with the woman throwing the man’s socks into a washing machine as a narrator says toxic men should be eliminated “like germs” using Dettol products.
Company issues apology
Following mounting criticism, Dettol removed the advertisement on Sunday and issued a public apology.
The company said the campaign had been designed to challenge unhealthy attitudes towards women and promote more respectful relationships, but admitted the execution had fallen short.
Dettol also argued that short, edited versions of the advert circulating online had distorted the original storyline and its intended message.
However, the company accepted responsibility for approving the campaign despite it being produced by an external advertising agency.
“We take responsibility for any negligence in the creation and review of the advertisement,” the company said in its statement.
It added that protecting consumers also means respecting “the dignity of every individual and their right to be treated equally.”
Social media backlash
The controversy quickly became one of China’s most discussed online topics, attracting more than 80 million views on social media platform Weibo.
Many users criticized the advertisement for reinforcing outdated views about women’s sexuality before attempting to condemn them, arguing that the campaign itself perpetuated the stereotypes it claimed to oppose.
Several users called for a boycott of Dettol products, with one commenting: “I will never use Dettol again.”
The incident has renewed debate over gender representation in Chinese advertising and highlighted the growing influence of online consumers in holding multinational brands accountable for marketing campaigns perceived as insensitive or discriminatory.
For Dettol, the backlash represents another reminder that global advertising campaigns must be carefully tailored to local audiences, particularly on issues relating to gender, equality and social values, where public scrutiny has become increasingly intense.
