Bumble has apologized for its recent misstep in an ad campaign targeting celibacy. The dating app company has decided to remove the controversial billboards and allocate the ad space to organizations supporting women's causes.
Popular dating app Bumble is "swiping left" on 30% of its workforce as it grapples with recent financial setbacks. (Photo: Robin Marchant/Getty Images for The Cut)
Following this update, the company launched a series of billboard advertisements with provocative messages suggesting that celibacy was not a suitable alternative to dating.
However, the campaign received immediate backlash on social media platforms, where users expressed outrage over what they perceived as the ads' invalidation of celibacy as a valid personal choice.
Online critics slammed the advertising campaign, arguing that it contradicted Bumble's principles established in 2014, which aimed to foster a more inclusive dating space for women.
Users criticized the campaign for disregarding individuals who opt for celibacy, including Bumble's asexual users and those abstaining from sex due to past trauma.
Additionally, critics highlighted racial disparities in the ads, particularly in those featuring Black women, noting the use of potentially discriminatory language.
Women are increasingly adopting celibacy as a form of protest against entrenched gender norms, sexism, and instances of sexual violence.
For instance, The Cut reported the 4B feminist movement in South Korea, which advocates abstaining from sexual relations with men, rejecting traditional marriage, and foregoing parenthood as a means of resistance.
Addressing Backlash
In a move to address the backlash, Bumble issued a formal apology on Instagram on Monday, owning up to their error. The company admitted fault and expressed remorse for any unintended offense caused. The apology comes after Bumble faced criticism for ads that appeared to shame individuals for choosing celibacy over dating.
Although the controversial ads aimed to connect with those disenchanted with modern dating norms, they ended up stirring controversy instead, necessitating a public apology and reevaluating their marketing approach.
The company announced plans to remove the controversial ads and donate to charitable causes such as the National Domestic Violence Hotline and other women-centric organizations.
Furthermore, they have decided to allocate the billboard spaces to these organizations, allowing them to showcase "an ad of their choice" for the duration initially reserved by Bumble.
Bumble finds itself in further turmoil during a challenging period. In February, the company revealed intentions to lay off 350 employees. Additionally, its stock value has plummeted by approximately 45% since last July.
This decline coincides with a shift among young adults, who increasingly prefer to forge connections through in-person interactions or social media platforms rather than relying solely on dating apps.
