Dettol has apologised after a China advertisement intended to challenge sexism triggered backlash, with critics accusing the brand of objectifying women and trivialising gender issues.(Credit: Wikimedia Commons)The globally recognised British hygiene brand Dettol has issued an apology for an advertisement in China that was intended to call out sexism but instead sparked outrage and faced widespread backlash, the BBC reported.The five-minute advertisement for a multipurpose disinfectant, begins with a man searching for a partner who is “clean” and “not tainted by other men”. However, a plot twist comes later in the advert when his new girlfriend confronts him over his misogynistic views and breaks up with him. Dettol is then presented as the solution, with the message that “toxic men are just like bacteria”.The advertisement triggered public outrage on Chinese social media platforms. Some users said it objectified women, while others called for a boycott of the brand. Many were angered by the advert’s attempt to compare a person’s “purity” with the disinfecting abilities of Dettol products.What Dettol had to say In its defence, the brand said the advertisement was intended to condemn gender stereotypes and that clips from it that were later circulated on social media had been taken out of context, distorting its core message. It added that the advert had been removed following the backlash.“We recognize that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert,” Dettol said.The company also said it would review its content operations process.The hygiene brand said it was founded with the core purpose of “protecting the health” of families, adding: “But we are well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally.”Story continues below this adLast year’s Ad ControversyThis is not the first time Dettol has found itself at the center of controversy in China. It had drawn backlash last year with an advertisement that featured the line: “The woman was ‘returned’ just before her wedding; it must be because she was not clean.” (The article has been curated by Seekriti Saha, who is an intern at The Indian Express) The Express Global Desk at indianexpress.com which delivers authoritative, verified, and context-driven coverage of key international developments shaping global politics, policy, and migration trends. The desk focuses on stories with direct relevance for Indian and global audiences, combining breaking news with in-depth explainers and analysis. A major focus area of the desk is US immigration and visa policy, including developments related to student visas, work permits, permanent residency pathways, executive actions, and court rulings. The Global Desk also closely tracks Canada’s immigration, visa, and study policies, covering changes to study permits, post-study work options, permanent residence programmes, and regulatory updates affecting migrants and international students. All reporting from the Global Desk adheres to The Indian Express’ editorial standards, relying on official data, government notifications, court documents, and on-record sources. The desk prioritises clarity, accuracy, and accountability, ensuring readers can navigate complex global systems with confidence. Core Team The Express Global Desk is led by a team of experienced journalists and editors with deep expertise in international affairs and migration policy: Aniruddha Dhar – Senior Assistant Editor with extensive experience in global affairs, international politics, and editorial leadership. Nischai Vats – Deputy Copy Editor specialising in US politics, US visa and immigration policy, and policy-driven international coverage. Mashkoora Khan – Sub-editor focusing on global developments, with a strong emphasis on Canada visa, immigration, and study-related policy coverage. ... Read MoreStay updated with the latest - Click here to follow us on Instagram