Key facts
- Dettol apologized for a Chinese advertisement that backfired.
- The ad, intended to criticize sexism, was accused of objectifying women.
- The advert was removed following online backlash and calls for a boycott.
- Dettol stated it would review its content moderation processes.
British hygiene brand Dettol has apologized for an advertisement in China that sparked an uproar online, with some users accusing it of objectifying women and calling for a boycott.
The five-minute advert, styled as a micro drama, was intended to criticize sexism and gender stereotypes. It featured a man seeking a "clean" and "not tainted" partner, only for his new girlfriend to call out his misogyny and break up with him. Dettol was then presented as a solution against "toxic men [who] are just like bacteria."
However, snippets of the advert that circulated online distorted its core message, leading to widespread criticism. Dettol acknowledged the advert had offended many people, particularly women, and took responsibility for any negligence in its creation and review. The company stated it would review its content moderation processes.
