British hygiene brand Dettol has apologised for an advert in China intended to criticise sexism but which instead drew accusations of objectifying women.
The five-minute advert, styled as a micro drama, featured a man seeking a partner who is clean and not tainted by other men. A twist shows his girlfriend calling out his misogyny before breaking up, after which Dettol is positioned as the solution to toxic men who are like bacteria.
Clips circulating online triggered widespread anger on Chinese platforms, with users accusing the brand of objectifying women and calling for boycotts. The advert has since been removed.
In a statement on Monday, Dettol recognised that it had offended many people, especially women, and said it would review its content moderation processes. The company added that protecting dignity and equality forms part of its mission.
This is not the first such controversy for Dettol in China, following a similar backlash last year over another advert.
