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Cover image for Dettol apologises after ad to clean up 'toxic men' backfires in China
B1 DAILY STORY
World 23 Jun 2026

Dettol apologises after ad to clean up 'toxic men' backfires in China

The ad sparked accusations of sexism in China, after featuring a man looking for a partner who is "not tainted by other men".

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The ad sparked accusations of sexism in China, after featuring a man looking for a partner who is "not tainted by other men". British hygiene brand Dettol has apologised for an advert in China that it claims was meant to call out sexism. But has instead backfired. The five-minute long advert for a multipurpose disinfectant, styled like a micro drama, starts out with a man looking for a partner who is "clean". And "not tainted by other men". Dettol is then presented as the solution against "toxic men [who] are just like bacteria". The advert sparked an uproar on the Chinese internet, with some users saying it objectifies women. And others calling for a boycott of the brand. Dettol said the advert, which has been removed following the backlash, was intended to criticise gender stereotypes.

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