Dettol has issued an apology after an advertisement in China intended to challenge sexism was met with backlash, leading to accusations of misogyny and calls for a boycott.
Dettol, a British hygiene brand, has publicly apologized for an advertisement in China that was intended to address sexism but ultimately resulted in significant backlash.
The advertisement, which lasts five minutes and is styled like a micro drama, begins with a male character searching for a partner described as "clean" and "not tainted by other men."
As the narrative unfolds, the man's girlfriend confronts him about his misogynistic views, leading to their breakup. The ad concludes by positioning Dettol as a remedy for "toxic men [who] are just like bacteria."
The ad provoked outrage on Chinese social media, with many users arguing that it objectifies women and some even calling for a boycott of Dettol products.
In response to the criticism, Dettol stated that the advertisement, which has since been removed, aimed to challenge gender stereotypes, but acknowledged that portions of the ad which circulated online misrepresented its intended message.
Dettol issued a statement on Monday, taking responsibility for the offense caused, particularly to women, and announced plans to review its content moderation practices.
The company emphasized its founding mission to "protect the health" of families, but also recognized the importance of safeguarding individual dignity and equality.
The advertisement has ignited intense debate on various Chinese social media platforms over recent days, with many users expressing their discontent regarding the ad's implication that a person's "purity" could be compared to the disinfecting properties of Dettol products.
One user on Weibo, a popular social media platform in China, expressed their disbelief, stating, "What a trashy advertisement. It's left me speechless."
Another comment reflected a strong reaction, saying, "What a hopeless company. What is their senior management doing? I'm never using Dettol again. There are so many brands in the market after all."
Manya Koetse, who manages the Eye on Digital China newsletter, characterized the campaign as a significant misstep for a brand focused on cleanliness, noting that even if the intention was to depict the male character negatively, the message was poorly communicated and resulted in a spectacular failure.
This incident is not the first controversy for Dettol in China; the brand faced criticism last year for another advertisement that included the line: "The woman was 'returned' just before her wedding; it must be because she was not clean."
