British hygiene giant Dettol has issued a public apology following a significant backlash in China over an advert that it claims was designed to challenge sexism but was widely perceived as misogynistic. The five-minute digital advertisement, presented as a micro-drama, depicted a man explicitly searching for a partner described as 'clean' and 'not tainted by other men'.
The advert’s narrative was intended to take a twist, with the man's new girlfriend ultimately confronting him about his misogynistic views and ending their relationship. At this point, Dettol products were then positioned as a solution against 'toxic men' who were likened to bacteria. However, this intended message was lost on many viewers, leading to a swift and strong negative reaction across Chinese social media platforms.
The campaign ignited an online uproar, with numerous users accusing the advert of objectifying women and promoting harmful gender stereotypes. Calls for a boycott of the British brand quickly gained momentum. In response to the widespread criticism, the advert was promptly removed from circulation.
Dettol, which is owned by the UK consumer goods conglomerate Reckitt, acknowledged the offence caused. In a statement released on Monday, the company said: "We recognise that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert." The firm also pledged to review its content moderation processes to prevent similar incidents in the future.
This is not an isolated incident for Dettol in the Chinese market. The brand faced similar controversy last year for an advert that included the line: "The woman was 'returned' just before her wedding; it must be because she was not clean," indicating a recurring challenge for the company in navigating cultural sensitivities and gender perceptions in its marketing efforts abroad.
The incident highlights the complex landscape international brands face when tailoring advertising campaigns for diverse global audiences, particularly in markets with distinct cultural norms and rapidly evolving social dialogues around gender equality. The misstep could have implications for Dettol’s brand reputation and market share in one of its key international territories.