Dettol has come under scrutiny following a major backlash over its advertising campaign in China, as consumers also searched for Dettol 1 litre price details amid growing public interest in the brand during the controversy.
The company confirmed that Dettol 1 litre price queries surged online after its promotional video triggered accusations of sexism and stereotyping, leading the British hygiene brand to withdraw the advert and issue a public apology.
The five-minute micro-drama-style advert showed a man demanding a “clean” partner and later being confronted by his girlfriend over misogynistic attitudes. Dettol products were then presented as a solution against “toxic men [who] are just like bacteria”.
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The campaign quickly drew criticism across Chinese social media platforms, where users accused the brand of reinforcing harmful gender stereotypes and linking women’s “purity” to hygiene products. Some users also called for a boycott of Dettol products.
Dettol said the advert was intended to challenge gender stereotypes but admitted that its message was misunderstood after clips circulated online. The company said it accepted responsibility for weaknesses in its content review process and removed the campaign.
“We recognise that it has offended many people, especially women,” Dettol said, adding that it would review its advertising oversight systems.
The backlash spread widely on platforms such as Weibo, where users described the campaign as offensive and poorly executed. One user called it “a trashy advertisement”, while others criticised the brand’s leadership and vowed to stop using its products.
Marketing analyst Manya Koetse said the campaign was a “mess” for a brand built around cleanliness, adding that its intended message was lost in execution.
Dettol, owned by British consumer goods firm Reckitt, has previously faced controversy in China over adverts accused of reinforcing outdated gender norms.
