The British consumer goods group Reckitt Benckiser has been forced to issue a public apology in China after its Dettol brand ran a promotional campaign widely condemned as misandrist. The episode, which trended on Chinese social media over the weekend, has raised questions about the integrity of Western brands operating in the world’s second-largest economy.
The advertising campaign, launched on Dettol’s official Weibo account, featured the slogan ‘Don’t Be A Toxic Man’ alongside an illustration of a male figure surrounded by negative stereotypes. The post urged men to use Dettol’s hygiene products, implying that traditional masculinity was unhygienic.
Chinese internet users reacted with swift outrage. The hashtag ‘Dettol insults Chinese men’ garnered over 200 million views within 48 hours. Many accused the brand of importing divisive gender politics. State-linked tabloid Global Times editorialised that foreign firms ‘should respect Chinese cultural values’.
Reckitt Benckiser’s local subsidiary deleted the post late on Sunday and issued a statement on Monday. ‘We sincerely apologise for the inappropriate content. We respect all consumers and will strengthen our content review process,’ it said. The company did not elaborate on how the campaign was approved.
The backlash comes at a delicate time for Western brands in China. Since the Communist Party’s ‘common prosperity’ drive, companies face heightened scrutiny over perceived social divisiveness. In 2021, similar controversies engulfed brands such as H&M and Burberry.
Industry analysts note that Dettol’s market position in China is strong, with a household penetration rate of over 30 per cent. However, brand trust is fragile. ‘This is a self-inflicted wound. Dettol’s core message of hygiene should be apolitical,’ said Dr. Li Wei, a marketing professor at Peking University.
The incident also reflects broader tensions. Western multinationals often attempt to align with progressive social causes to appeal to younger urban Chinese consumers. But these consumers are increasingly nationalistic. A 2022 McKinsey survey found that 67 per cent of Chinese respondents preferred domestic brands over foreign ones.
Reckitt Benckiser shares closed down 1.2 per cent in London trading on Monday. The company is expected to face further questions at its annual general meeting next month. For now, Dettol’s apology appears to have contained immediate reputational damage, but the longer-term impact on its brand equity in China remains uncertain.
