Dettol’s Chinese advert sparks controversy

The British hygiene brand Dettol released a five‑minute micro‑drama in China that aimed to point out sexist stereotypes. The story follows a man who searches for a partner described as ‘clean’ and ‘not tainted by other men’ – a premise that was interpreted by many viewers as a demeaning depiction of women.

The clip culminated in a twist where the protagonist’s girlfriend calls him out for misogyny and breaks up with him, after which Dettol is shown as a cleaner for ‘toxic men’ like bacteria. The message was poorly received, with users claiming the advert objectified women and asked for a boycott across Chinese social media.

Dettol removed the commercial after the backlash and issued a statement saying, ‘We recognise that it has offended many people, especially women.’ The company admitted negligence in creating and reviewing the content, pledged to review its moderation processes, and emphasised its commitment to protecting both health and dignity.

The issue is part of a trend of Dettol’s controversial campaigns in China. A previous advert featured a line about a bride being ‘returned’ for not being clean, which also drew criticism for sexist messaging.

The incident highlights the sensitivity of brand messaging in diverse cultural contexts and the rapid response of social media audiences to perceived disrespect or gender bias.