"The woman was returned just before her wedding; it must be because she was not clean."
Dettol Apologizes for 'Toxic Men' Ad Backlash in China
London – Dettol, a hygiene brand owned by British company Reckitt, issued a formal apology on Monday following a controversial advertisement in China that sparked widespread backlash over its handling of gender stereotypes.
The Advertisement
The five-minute ad, styled as a micro-drama, depicts a man seeking a "clean" partner who is "not tainted by other men." In the narrative, his girlfriend later criticizes his misogyny and breaks up with him. Dettol is then presented as a solution against "toxic men."
The Backlash and Response
The ad was removed following public outcry on Chinese social media, including calls for a boycott.
Dettol stated that the advertisement was intended to criticize gender stereotypes but acknowledged that snippets circulating online distorted its message. The company said it will review its content moderation processes and reaffirmed its commitment to protecting dignity and equal treatment.
Previous Controversy
This is not the first Dettol ad controversy in China. A 2022 advertisement was criticized for the line: "The woman was returned just before her wedding; it must be because she was not clean."