Dettol apologises after ad to clean up 'toxic men' backfires in China
Summary
Dettol, a British hygiene brand, apologized after an advertisement in China trying to criticize sexism caused anger online. The ad compared "toxic men" to bacteria but was seen as objectifying women, leading to backlash and the ad’s removal.Key Facts
- The ad showed a man looking for a “clean” partner and then being called out for misogyny by his girlfriend.
- Dettol used the idea that their product can "clean" toxic men like bacteria.
- Many people on Chinese social media said the ad objectified women and called for a boycott.
- Dettol said the ad’s message was misunderstood and took responsibility for mistakes in its review process.
- The ad was removed after the negative reaction.
- Dettol promised to improve how it checks its advertising content.
- This is not Dettol’s first controversy in China; a previous ad was also criticized for sexist content.
- The backlash highlights sensitive issues around gender stereotypes in advertising in China.
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