Dettol, the British hygiene brand owned by Reckitt, has apologized for and removed its micro-drama advertisement that ran for five minutes in China after the brand's advertisement went viral for all the wrong reasons. In the ad, there is a chauvinist man looking for his girlfriend who should be "pure" and "untainted from other men" when a twist in the story reveals that she leaves her boyfriend and calls him a bacterium that could be killed by Dettol. Even though Dettol insists that this campaign was intended to attack the sexism prevalent in society and mock gender stereotypes, Chinese netizens were highly critical of the brand's attempt to objectify women and associate human cleanliness with the use of products from the company. This incident comes as no surprise considering that it is not the first time that the brand has been criticized for its advertisements in China.