Hygiene brand Dettol faces PR crisis in China after ad aimed at critiquing misogyny backfires

British hygiene brand Dettol has issued an apology in China for a laundry sanitizer advertisement that sparked outrage for perceived misogyny and objectification of women. The four-minute micro-drama, released in late May, featured a male character expressing discriminatory views on women's past relationships and chastity. The ad was widely shared on Chinese social media, leading to criticism for promoting distorted values and potentially violating local laws. Dettol stated the ad was produced by a third-party supplier and that segments circulating online misrepresented its original intent to criticize gender bias. The company accepted responsibility for the inappropriate content and failure to adequately review it, leading to the commercial's removal and potential legal penalties.

Dettol has apologized and withdrawn an advertisement released in China after it faced widespread condemnation on social media for being offensive to women. The five-minute ad, intended to criticize "toxic men," featured a man expressing a desire to find a "clean and untouched" woman as his first sexual partner, comparing his current girlfriend unfavorably to a former partner. The ad concluded with the girlfriend breaking up with him due to his misogyny, and a voiceover suggesting Dettol is needed to eliminate toxic men like germs. Dettol stated the ad aimed to challenge unequal gender attitudes but acknowledged responsibility for negligence in its creation and review, despite it being produced by a third-party agency. The controversy generated over 80 million views on Weibo, with many users calling for a boycott of the brand.

Dettol has issued an apology in China following an advertising campaign that was intended to challenge sexism but was instead accused of reinforcing it. The advert, released in China, sparked criticism for its perceived contradictory message. The brand's apology acknowledges the negative reception and aims to address the concerns raised by the public. The specific details of the advert and the nature of the accusations are not provided in the article content, beyond the general statement that it was accused of reinforcing sexism.

Dettol has apologized for a recent advertisement in China that was intended to criticize sexism but instead sparked accusations of misogyny. The five-minute micro-drama ad featured a man seeking a partner who was "not tainted by other men," with a twist revealing his girlfriend calling out his views. The brand then presented its disinfectant as a solution against "toxic men." The ad faced backlash online, with some users calling for a boycott. Dettol stated the ad was meant to critique gender stereotypes but acknowledged that circulating snippets distorted its message and that it offended many, especially women. The company has removed the ad and pledged to review its content moderation processes.