25/06/2026 21:12 - Internacionales
Dettol, the renowned British hygiene brand owned by multinational conglomerate Reckitt, was forced to withdraw a promotional advertisement and issue public apologies after triggering an intense backlash on Chinese social media platforms.
The commercial, released in late May 2026 across multiple Chinese digital platforms, was a five-minute video that the company described as an attempt to criticize "toxic men." However, the content was widely condemned as offensive toward women.
The promotional micro-drama featured a man comparing his current girlfriend with his ex-partner. Upon learning that his former girlfriend had previously lived with someone else, the male character described that relationship as a "second-hand service."
The protagonist then tells his friends he intends to find a woman who is "clean and intact" so he can be her first sexual partner.
"I may not be a virgin, but my future wife must be. Luckily I met her now, she's clean and hasn't been contaminated by other men."
- Quote from the male character in the advertisement
The drama concluded with the new girlfriend discovering the man's statements, labeling him misogynistic and ending the relationship. While she threw his socks into a washing machine, a voiceover stated:
"A toxic man is like these germs: you need Dettol to eliminate them completely and feel at ease."
The topic accumulated more than 80 million views on the Chinese social platform Weibo by Tuesday, June 24, 2026.
Numerous users called for a boycott of the brand. One user wrote: "I will never use Dettol again."
The company withdrew the advertisement on Sunday following widespread criticism. In an apology statement, Dettol explained that the promotion was intended to "challenge unequal gender attitudes and promote healthy and safe views on relationships and lifestyles."
However, the company noted that edited clips circulating online had distorted the original message. Dettol also clarified that the advertisement had been produced by an external agency, but assumed full responsibility.
"We are fully aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated with equality."
This situation represents a significant blow to Dettol's image in one of the world's most important markets, highlighting the importance of having rigorous controls in advertising campaigns that address sensitive topics such as gender relations.
Dettol is a British brand of hygiene products and disinfectants founded in 1932, owned by Reckitt Benckiser Group plc. The company operates in more than 60 countries and is recognized worldwide for its antiseptic products, soaps, and household cleaners.
Weibo is China's largest microblogging platform, often called "Chinese Twitter." With over 580 million monthly active users, it serves as a primary space for public discourse and trending topics in the country. Viral content on Weibo can quickly escalate into nationwide conversations.
Source: The Guardian
Alfredo S. Quiroga
