What the Advertisement Showed
British hygiene brand Dettol faced criticism after releasing a long promotional video in China. The ad was styled like a short drama and promoted a disinfectant product.
In the storyline, a man searches for a partner he describes as “clean” and “not connected to other men.” Later, the narrative shifts when his girlfriend challenges his thinking and ends the relationship. The brand product is then linked to the idea of removing “toxic men,” compared in the video to bacteria.
Why It Triggered Backlash
The campaign quickly spread across Chinese social media, where many viewers reacted negatively. Some users said the message objectified women and reinforced harmful ideas about purity and relationships.
Others argued the comparison between human relationships and bacteria was inappropriate and offensive. Calls for a boycott of Dettol products also appeared online.
The discussion took place mainly on platforms similar to X in China, where users described the advertisement as confusing and poorly executed.
Dettol’s Response
Dettol issued an apology after the backlash grew. The company said the intention was to challenge sexist behavior, but the message was misunderstood and misrepresented once clips circulated online.
The brand admitted responsibility for weaknesses in how the content was created and reviewed. It also said it would improve its internal approval process for future campaigns.
Dettol added that its core mission is to support hygiene and safety, but also to respect dignity and equality for all people.
The company is owned by Reckitt, which has previously faced scrutiny in China over similar advertising content.
Wider Context and Previous Issues
This is not the first time Dettol has faced criticism in the Chinese market. A previous advertisement also drew backlash for its portrayal of women and cleanliness, which led to public complaints online.
Marketing experts noted that the latest campaign highlights the risks brands face when using sensitive social themes in advertising, especially when messaging can be interpreted in different ways across cultures.
