Dettol's Advertisement Sparks Controversy
The British disinfectant manufacturer, Dettol, has issued an apology after an advertisement launched in China generated significant negative feedback across social media platforms. The company stated its intention for the five-minute promotional video, released across various online channels in late May, was to critique 'toxic men.' However, many viewers perceived the content as deeply offensive to women.
Content of the Controversial Advert
The advertisement features a male character who compares his current girlfriend to a previous partner. Upon discovering his former girlfriend had cohabited with another individual, the man refers to their past relationship using the phrase 'secondhand service.' He subsequently informs his friends of his desire to find a 'clean and untouched' woman, implying he wishes to be her first sexual partner.
Public Reaction and Dettol's Response
The advert quickly drew condemnation, with numerous social media users expressing their outrage and labeling the content as misogynistic and disrespectful towards women. In response to the widespread criticism, Dettol officially apologized for the advertisement and subsequently withdrew it from circulation. The incident highlights the challenges brands face in navigating cultural sensitivities and messaging in global markets.
Source: Dettol apologises after ‘toxic men’ advert sparks backlash in China