Dettol's 'Clean' Campaign Turns Backfire: Apology After Sexist Backlash in China

By Kelly Ng | 1 hour ago

British hygiene brand Dettol has issued a public apology after a Chinese-language ad that aimed to critique sexism was instead perceived as sexist and objectifying women. The five‑minute advertisement—styled like a micro‑drama—followed a man searching for a “clean” partner, only to have his partner expose his misogyny and end the relationship, ending with a comparison between “toxic men” and bacteria that Dettol neutralises.

The clip ignited an uproar on Weibo and other platforms, with many users accusing the ad of diminishing women and urged a boycott of Dettol. The company removed the ad and said it had been mis‑interpreted due to snippets circulating online, but acknowledged that the core message was damaged.

Dettol stated it would review its content‑moderation procedures and emphasised that while the brand’s original mission is to protect families, it also values dignity and equality. The brand’s past marketing challenges in China—including a previous line that suggested a bride was “returned” before her wedding because she was not clean—highlight the sensitivity of messaging for a hygiene company.

Consumers and commentators caution that even ads that intend to challenge stereotypes can miss the mark, turning defender of hygiene into a target of criticism. Whether Dettol can regain trust remains to be seen as Chinese users demand more thoughtful, respectful representation.