Dettol, a brand owned by the British multinational Reckitt Benckiser, has issued a public apology after an advertisement in China sparked widespread anger for labelling men as “toxic”. The advert, which ran on Chinese social media platform Weibo, showed images of women scrubbing away traces of men with Dettol disinfectant wipes, accompanied by the caption: “Women should not be ‘toxic’.” The campaign, intended to promote hygiene, was quickly condemned by Chinese critics who accused the brand of promoting misandry and vilifying men.
The backlash was swift and severe. Within hours, the hashtag “Dettol male toxicity” had been viewed over 100 million times on Weibo. Many called for a boycott of the product, questioning the brand’s commitment to family values.
Dettol deleted the post and issued a statement saying: “We sincerely apologise for the offence caused. The content of the ad was inappropriate and does not reflect our values of inclusivity and respect for all.” The incident comes at a sensitive time for British brands in China, where consumer nationalism is on the rise.
Trade tensions between the UK and China have been strained over issues from Hong Kong to Huawei. For Dettol, a trusted household name, this misstep could damage its reputation in a market that contributed over £1 billion to Reckitt’s annual sales. The company’s shares dipped slightly on the London Stock Exchange following the news.
Analysts warn that the backlash could lead to a broader distrust of British products if not handled carefully. “Brands need to be culturally sensitive,” said market analyst Priya Patel. “What works in London may not work in Shanghai.
A joke about toxic masculinity can be seen as an attack on traditional family roles in China.” The apology is a first step, but the damage may already be done. As one Weibo user wrote: “Dettol should clean up its own act before telling us how to live.
