Dettol apologises after ad to clean up 'toxic men' backfires in China (opens original article in a new tab)

Dettol apologised for a controversial Chinese ad that aimed to critique sexism but was widely criticised for objectifying women and distorting its message.

• Dettol apologised for an advert in China that backfired by attempting to address sexism
• The advert was criticised for objectifying women and comparing 'purity' to disinfecting products
• Dettol stated it would review content moderation processes after the backlash
• The company faced previous controversy in China over similar advertising content