British hygiene brand Dettol has apologised for an advert aired in China after it sparked widespread online criticism for objectifying women.
The five-minute advert, styled as a micro drama, follows a man searching for a partner who is “clean” and “not tainted by other men”.
Toward the end, his girlfriend calls out his behaviour and breaks up with him, with Dettol then presented as a solution against “toxic men who are just like bacteria”.
The advert drew backlash on Chinese social media, with some users saying it objectified women and others calling for a boycott of the brand.
Dettol removed the advert following the uproar.
In a statement on Monday, Dettol said that the advert was intended to criticise gender stereotypes but that snippets circulating online had distorted its core message.
“We recognise that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert,” the company said.
Dettol added that it would review its content moderation processes. The company also noted that while it was founded with a mission to “protect the health” of families, it was “well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally”.
