British hygiene brand Dettol issued a public apology after its latest Chinese advertisement, which was meant to call out “toxic men,” sparked intense backlash over accusations of objectifying women. The five‑minute clip, styled as a micro drama, featured a male protagonist searching for a “clean” partner and later exposing his misogyny when the woman pulls him apart. Viewers complained the ad compared a person’s purity to a disinfectant and sold gender stereotypes, prompting calls for a boycott.
Dettol removed the clip, pledged a review of its content‑moderation process and acknowledged it had offended many people while reaffirming its commitment to protect dignity as well as health. The incident follows a previous controversy last year when a different ad implied a woman was returned before her wedding because she was not clean.
