Lead
British hygiene brand Dettol has apologised and withdrawn an advertisement in China that was intended to criticise 'toxic men' but was widely condemned on social media as offensive to women. The advert, released in late May, sparked a backlash and calls for a boycott, as reported by Al Jazeera, The Guardian, and the South China Morning Post.
Coverage Comparison
The three outlets that covered the story agree on the core facts: Dettol issued an apology, withdrew the advert, and faced significant criticism in China. However, they differ in their emphasis and the details they highlight.
Al Jazeera reported that the advert was intended to challenge sexism but was accused of reinforcing it, with critics saying it objectified women. The outlet noted the backlash and calls for a boycott but did not provide extensive detail on the advert's content.
The Guardian offered the most detailed account of the advert's content, describing a five-minute micro-drama in which a man compares his girlfriend with his former partner, likening their relationship to a 'secondhand service' and expressing a desire for a 'clean and untouched' woman. The Guardian reported that Dettol withdrew the advert after widespread criticism and that the topic had more than 80 million views on Chinese social media platform Weibo as of Tuesday. The outlet also quoted Dettol's apology, in which the company said the promotion had intended to 'challenge unequal gender attitudes and promote healthy, confident views on relationships and lifestyles', but that edited clips circulating online had distorted the original message.
The South China Morning Post focused on the potential legal consequences, reporting that legal experts indicated the advert may have violated local laws and could face potential penalties. The outlet also quoted some of the lines that sparked outrage, such as 'I may not be a virgin myself, but my future wife has to be,' and noted that the complete version of the advert is largely inaccessible online in mainland China after the company retracted it.
Key Claims
- Dettol apologised for an advertisement in China that was intended to criticise 'toxic men' but was widely condemned as offensive to women, as reported by Al Jazeera, The Guardian, and the South China Morning Post.
- The advert featured a man comparing his girlfriend with his former partner and likening their relationship to a 'secondhand service', with the man also stating that he may not be a virgin but his future wife has to be, as reported by The Guardian and the South China Morning Post.
- Dettol withdrew the advert after widespread criticism from Chinese social media users, with many calling for a boycott of the brand, as reported by The Guardian and the South China Morning Post.
- The topic had more than 80 million views on Chinese social media platform Weibo as of Tuesday, a claim reported by The Guardian.
- Legal experts indicated the advert may have violated local laws and could face potential penalties, a claim reported by the South China Morning Post.