world 23 June 2026 Nile Post
Dettol Apologizes for 'Toxic Men' Ad That Backfired in China
Hygiene brand Dettol has issued an apology after a recent advertisement in China, intended to criticize sexism, sparked significant backlash online. The ad, which compared "toxic men" to bacteria, was perceived by many as objectifying women and led to calls for a boycott. Source: https://nilepost.co.ug/news/350769/dettol-apologises-after-ad-to-clean-up-toxic-men-backfires-in-china
Dettol, a well-known British hygiene brand, has found itself in hot water in China following the release of a marketing campaign that dramatically backfired. The brand intended for a five-minute micro-drama style advertisement, promoting a multipurpose disinfectant, to critique sexism and gender stereotypes.
The ad begins by depicting a man searching for a partner described as “clean” and “not tainted by other men.” The plot takes a turn when his new girlfriend confronts him about his misogynistic views and ends the relationship. Dettol is then presented as the solution to combat “toxic men,” who are equated to bacteria.
However, the campaign quickly ignited an uproar on Chinese internet platforms. Many viewers interpreted the advertisement as objectifying women, drawing parallels between a person’s ‘purity’ and the effectiveness of disinfectant. This led to widespread criticism and calls for consumers to boycott Dettol products.
In response to the intense backlash, Dettol removed the advertisement and issued an apology. The company stated that snippets circulating online distorted the original message and that the ad was meant to criticize gender stereotypes. Dettol acknowledged that the campaign offended many, particularly women, and took responsibility for its creation and review process. The company further pledged to review its content moderation procedures.
Dettol emphasized its founding mission to protect family health, adding that true protection also involves safeguarding individual dignity and the right to equal treatment. This is not the first time Dettol, owned by Reckitt, has faced controversy in China; a similar ad last year faced criticism for suggesting a woman was ‘returned’ before her wedding because she was ‘not clean’.