British hygiene brand Dettol has issued an apology after an advertisement released in China triggered widespread condemnation on social media for its portrayal of women. The five-minute micro-drama, intended to criticise what the company described as 'toxic men,' instead drew accusations of misogyny and calls for a boycott.
Advert Content and Public Outcry
The advertisement, for a multipurpose disinfectant, was released across multiple online platforms in late May. It features a man comparing his current girlfriend to his former partner. Upon learning that his ex-girlfriend had previously lived with someone else, he likens their relationship to a 'secondhand service.' He then tells his friends he aims to find a 'clean and untouched' woman for whom he can be the first sexual partner. 'I may not be a virgin, but my future wife has to be,' he says, adding, 'Luckily, I met her now, she's clean and hasn't been contaminated by other men.'
The micro-drama concludes with the new girlfriend discovering his statements, calling out his misogyny, and ending the relationship. As she throws his socks into a washing machine, a voiceover states: 'A toxic man is just like these germs – you need Dettol to eliminate them completely to feel at ease.'
Social Media Backlash and Withdrawal
Despite the intended message, Chinese social media users widely condemned the advert as offensive to women. Many called for a boycott of Dettol, which is owned by the British multinational Reckitt. As of Tuesday, the topic had garnered more than 80 million views on the Chinese social media platform Weibo. One user wrote: 'I will never use Dettol again.'
Dettol withdrew the advertisement on Sunday following the backlash. In a post apologising for the advert, the company said the promotion was intended to 'challenge unequal gender attitudes and promote healthy, confident views on relationships and lifestyles,' but that edited clips circulating online had distorted the original message.
Company Response and Responsibility
Dettol stated that the promotion had been produced by a third-party agency, but it took 'responsibility for any negligence in creating and reviewing the content of the advert.' The company added: 'We are well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally.'
