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Dettol Apologizes and Retracts 'Toxic Men' Advert in China
Dettol said the 5-minute campaign was meant to challenge misogyny, but critics said it objectified women and called for a boycott.
- On Monday, British hygiene brand Dettol apologized and withdrew a five-minute micro-drama advertisement in China, accepting "responsibility for any negligence in creating and reviewing the content" after widespread backlash.
- While the campaign intended to criticize gender stereotypes by comparing "toxic men are just like bacteria" to germs, viewers condemned the content as sexist and objectifying.
- The video depicted a man demanding a partner who is "clean" and "not tainted by other men," sparking condemnation on Weibo and Xiaohongshu, where one user wrote: "What a trashy advertisement. quit watching after just two minutes."
- Dettol acknowledged the video "offended many people, especially women," stating it was created by a third-party producer and committing to review its content moderation processes.
- Manya Koetse, who runs the Eye on Digital China newsletter, called the campaign "quite a mess for a brand whose entire business revolves around cleanliness," noting the company faced similar backlash last year.
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Dettol-Advertisement: In China a commercial of the company for hygiene and disinfection was withdrawn. In the video, women who are not virgins were called "spotted".
‘Tainted by other men’: Dettol issues public apology after ‘sexist’ detergent ad sparks anger in China
The five-minute ad depicting a boyfriend who demanded a "clean" wife has triggered outrage, with critics saying the campaign's attempt to challenge sexism instead reinforced harmful stereotypes.
·Singapore, Singapore
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Dettol made a public apology — “What a terrible advertisement, it left me speechless,” write users on Chinese social media
Coverage Details
Total News Sources23
Leaning Left7Leaning Right4Center3Last UpdatedBias Distribution50% Left
Bias Distribution
- 50% of the sources lean Left
50% Left
L 50%
C 21%
R 29%
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