A japanese company has shelved an advertising marketing campaign meant to sell gender fairness at domestic after its #beWHITE hashtag sparked concern about racial sensitivities.

Kao, which manufactures the whole thing from detergent to make-up, released the campaign playing on common japanese terminology labelling corporations that overwork and mistreat personnel "black" and people that treat people well "white".

It launched the #beWHITE mission on Tuesday as part of advertising efforts for a detergent, urging an equitable distribution of chores at home.

"We desired to call for humans to join palms and share household chores to make 'white households' when it comes to chores ... But the English-language phrase 'be white' has many possibilities (of interpretation) and lacked consideration," Kao spokesman Yoshiki Aoyama instructed AFP.

Kao decided to halt the campaign because employees raised a query about whether or not it turned into insensitive, Aoyama said.

but on line, many eastern commenters said Kao had over-reacted.

"Isn't it an excessive amount of to limit references to colours? We received't be able to say whatever then," one tweet stated.

"It's scary. This is fascism. Can't we say a wine is white?" delivered one commenter on a information article approximately the decision.