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Dettol Removes Ad After Backlash in China Over Gender Portrayal
Dettol withdrew a five-minute advertisement in China after users accused it of objectifying women. The company stated the ad was intended to criticize gender stereotypes but acknowledged it had offended viewers.
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Dettol removed a five-minute advertisement from circulation in China after it drew widespread criticism on social media platforms. " The company issued a statement on Monday acknowledging the reaction. It said the full advertisement had been intended to criticize gender stereotypes, but that excerpts shared online had altered the intended message.
Dettol added that it would review its content moderation processes.
"We recognise that it has offended many people, especially women," the company stated. "We take responsibility for any negligence in creating and reviewing the content of the advert." Dettol also noted its founding mission to protect family health and said it understood that protection includes safeguarding individual dignity and equal treatment.
The brand faced similar criticism in China last year over an advertisement that used the phrase "the woman was 'returned' just before her wedding; it must be because she was not clean." Dettol is owned by British consumer goods company Reckitt.
