Controversy Over "Want a Clean Woman" Ad: Linking Female Chastity to Disinfection Deemed Inappropriate, Dettol Issues Apology

Sexism Controversy Grows in China
Dettol Issues Official Apology After Deleting Advertisement

The antibacterial brand Dettol, owned by the British consumer goods company Reckitt Benckiser, deleted an advertisement released in China following controversy over allegations of misogyny.

On June 24 (local time), the BBC reported that “Dettol apologized and deleted an advertisement released in China after facing criticism that it was sexist.”

The British hygiene brand Dettol is facing controversy over allegations of misogyny in an advertisement released in China. Dettol advertisement.

The controversial ad was created in the form of a five-minute short drama to promote a multipurpose disinfectant. The advertisement begins with a man searching for a marriage partner, saying he wants a “clean woman” and “a woman not tainted by other men.”

In the latter part of the ad, there is an unexpected twist. The man's new girlfriend points out his misogynistic attitude and breaks up with him. The ad then states, “Harmful men are like germs,” presenting Dettol products as the solution.

However, the advertisement sparked intense controversy online in China. Critics argued that linking a woman’s chastity to the product’s sterilizing and disinfecting properties was inappropriate. On the Chinese social media platform Weibo, reactions included, “This is a truly low-grade advertisement. I’m speechless,” “What are the executives even doing?” and “I will never use Dettol products again.”

Manya Koetse, who runs the China-focused newsletter “Eye on Digital China,” commented, “This is a case where a brand that has cleanliness as its core value created confusion for itself.” She added, “Even if the intention was to show that the male character was in the wrong, the message was not communicated properly, and the advertisement backfired in a major way.”

As the controversy grew, Dettol ultimately deleted the ad. On the 23rd, the company released a statement explaining that the advertisement was intended to criticize gender stereotypes, but that certain scenes circulating online distorted the core message. The company continued, “We are aware that the advertisement caused discomfort, especially to women,” and added, “We take full responsibility for the lack of care in the production and review process of the ad content.”

Dettol also stated that it would reexamine its future content review procedures.

The company emphasized, “Dettol was established with the mission of protecting family health,” and added, “We fully recognize that true protection lies in safeguarding every individual’s dignity and right to be treated equally.”

Meanwhile, Dettol was embroiled in controversy in China last year as well. At that time, the advertisement included the phrase, “The bride was returned before the wedding. It must be because she was not clean,” which drew criticism.

This content was produced with the assistance of AI translation services.