British disinfectant brand Dettol is facing a boycott in China following the release of an advertisement that depicted a man seeking to marry a woman described as "clean and untouched." The five-minute micro-drama advertisement, intended by the brand to criticize "toxic men," has instead sparked widespread controversy on Chinese social media, with many users deeming it offensive to women and objectifying.
The advertisement features a man who breaks up with his girlfriend after discovering she had a previous partner, referring to their relationship as "second half service." He then states his intention to find a woman who is "clean and pure, never contaminated by a man," while admitting he is not a virgin himself. The narrative takes a turn when the girlfriend, fed up with his double standards, breaks up with him. The advert concludes with a voice-over stating: "A toxic man is just like these germs - you need Dettol to eliminate them completely to feel at ease."
Users on Chinese social media platforms, including Weibo, expressed outrage, with some criticizing the advert as "trashy" and objecting to the brand's apparent comparison of human "purity" to its disinfectant products. Calls for a boycott of Dettol, a brand owned by the multinational Reckitt, quickly emerged.
Dettol has since removed the advertisement and issued an apology. The company stated that its intention was to "challenge unequal gender attitudes and promote healthy, confident views on relationships and lifestyles," but acknowledged that edited clips circulating online may have distorted the original message. The brand noted that the advert was produced by a third-party agency but accepted responsibility for any "negligence in creating and reviewing the content."
"We are well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally," Dettol stated in its apology. The company added that the content was removed as soon as it was brought to their attention and that a review has been initiated to understand how the advertisement was created and approved.
This is not the first time Dettol has faced controversy in China. Last year, an advert sparked backlash with the slogan: "The woman was 'returned' just before her wedding; it must be because she was not clean."
A spokesperson for Dettol reiterated the apology, stating that the content does not reflect the company's values or the standards expected by its consumers. They affirmed a commitment to acting responsibly and respectfully in all markets where the brand operates.