China

Dettol Apologizes and Retracts 'Toxic Men' Advert in China

Did online critics distort the original intention of the ad or was the backlash justified?

Published JUN 24

Dettol Apologizes and Retracts 'Toxic Men' Advert in China

Story

Above: A Dettol product displayed in a supermarket in Hangzhou, Zhejiang Province, China on June 22, 2026. Image credit: CFOTO/Future Publishing/Getty Images

The Facts

British hygiene brand Dettol apologized and retracted on Sunday an advert released in China that was accused of reinforcing negative gender stereotypes and likened "toxic men" to bacteria, sparking an online backlash that called for a boycott of the brand's product range.
Guardian
Independent
The Straits Times
The five-minute advert, released on a range of platforms last month, starts off with a male protagonist searching for a partner who is "clean" and "not tainted by other men," after learning that his former girlfriend had previously lived with another man.
Guardian
Independent
The Telegraph
"I may not be a virgin, but my future wife has to be," the man says, before later praising his new girlfriend who's described as "innocent" and "untainted by other men."
Guardian
CNA
Independent
Firstpost
But in a plot twist, she goes on to break up with him for his views. As she loads his socks into a washing machine, a voiceover says: "A toxic man is just like these germs — you need Dettol to eliminate them completely to feel at ease."
Guardian
CNA
After a number of complaints on social media, Dettol, which is owned by Reckitt, apologized for the ad, stating: "We recognize that it has offended many people, especially women." It said it was created by a third-party agency to "challenge unequal gender attitudes and promote healthy, confident views on relationships and lifestyles," but that it takes responsibility for its content.
Guardian
CNA
It was not the first time the brand was in hot water for its adverts in China. Last year, it was criticized for an advert which had the line: "The woman was ‘returned’ just before her wedding; it must be because she was not clean."
BBC News
The Indian Express
Daily Mail

Sources Split

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RIGHT

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ESTAB

The Spin

Narrative A

Dettol has apologized and withdrawn the advert. In its defense, the firm wanted to tackle gender stereotypes — not reinforce them — and many of the clips circulated online had been taken out of context, distorting the core message of the ad.

The Indian Express

Narrative B

Despite the well-meaning theme, Dettol employed a classic exploitative marketing tactic that deliberately stokes gender division to grab public eyeballs and chase viral traffic. While it may have delivered impressive exposure, it triggered widespread public outrage and severe reputational damage.

Global Times