British hygiene brand Dettol found itself in hot water after controversial ad in China sparked backlash for perceived sexism . five-minute commercial,styled as a micro-drama, shows a man wanting a partner who's "clean" and "not tainted by other men." The twist? His girlfriend confronts him about his views,breaking up with him. Dettol then pitches its product as a cure for "toxic men," likening them to bacteria.
The ad quickly ignited outrage on Chinese social media,with many slamming the brand for objectifying women . Some even called for a boycott, voicing anger at the messaging. Dettol pulled the ad,admitting it offended many,especially women . company said the aim was to challenge gender stereotypes, but acknowledged that online snippets misrepresented its core message.
“We recognize that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert,”Dettol stated Monday. The company also pledged to review its content moderation processes to avoid similar issues in future.
Social media reactions were intense,with users expressing disbelief at the ad's premise. A Weibo user remarked,"What trashy advertisement . It's left me speechless." Another slammed the company's management, saying,"What is their senior management doing? I'm never using Dettol again. There are so many brands in market after all."
Manya Koetse,who runs newsletter Eye on Digital China, commented on fallout, calling the campaign "quite a mess for a brand whose entire business revolves around cleanliness." She noted that even if intention was to highlight male character's flaws,execution was so poor it led to a spectacular failure.
This isn't first time Dettol,owned by British consumer goods giant Reckitt, faced criticism in China. Last year,brand drew ire for an ad suggesting a woman was "returned" before her wedding due to lack of cleanliness. Such controversies raise questions about Dettol's marketing strategies in a culturally sensitive environment.
As discussions continue online,brand's reputation in China hangs in balance. Dettol's commitment to health and hygiene now under scrutiny as it navigates complexities of gender representation in its ads…
