Bumble Apologizes for Celibacy Themed Ad Campaign
Contributed by: kellyseal on Monday, June 03 2024 @ 05:32 pm
Last modified on Monday, June 03 2024 @ 05:47 pm
Dating app Bumble publicly apologized after its new ad campaign about letting go of celibacy was not well-received.
The company debuted billboard ads reading: “You know full well a vow of celibacy is not the answer” juxtaposed against an introduction to “the new Bumble.” This was part of a brand redesign promotion, according to AP[*1] .
The ad appeared tone deaf to many women, some referring to it as “anti-choice” during a time when women’s decisions and control over their bodies are being taken away in the wake of the Supreme Court’s Dobbs decision regarding abortion. When the Bumble ad seemed to be telling them what to do with their bodies, coming from a dating app with a reputation that puts women first, it sparked outrage.
The response to the ad was further complicated because in the wake of Dobbs, many young women have decided to go celibate until they find the right person or are ready to be intimate again, according to a story about the ads in The New York Times[*2] .
People took to social media to voice their outrage, claiming that the slogan referenced patriarchy in that women should be willing to have sex even if they don’t want to. One user wrote on X: “The fact that @bumble released all these ads that are low key coming at women for our decision to either not be on the apps, not date, be celibate but aren’t addressing the behavior of men on these apps speaks volumes.”
Bumble posted an apology on Instagram[*3] , saying it is removing the ads: “We made a mistake. Our ads referencing celibacy were an attempt to lean into a community frustrated by modern dating, and instead of bringing joy and humor, we unintentionally did the opposite.”
The company went on to say that it was a mistaken attempt to “lean into a community frustrated by modern dating,” and that it has stood up for women and their right to “fully exercise personal choice.” It also apologized for the harm it caused.
Bumble also plans to donate to the National Domestic Violence Hotline and other organizations that “support women, marginalized communities, and those impacted by abuse,” according to AP, and will offer these organizations billboard space.
The dating company has struggled in recent months in a sagging market where younger daters aren’t willing to pay. In an effort to reinvent itself and reignite user interest, Bumble dropped its longtime “make the first move” tagline to offer a new AI-driven feature called Opening Moves, where women can choose to automate the process.