Bumble's anti-celibacy ads have caused significant havoc among female users of the app. In a recent move to revamp its image, one of the most popular dating apps, Bumble, faced significant backlash over a series of ads mocking celibacy and women's choices.
After the campaign became public and was intended to promote Bumble's new features, it has now been canceled, and the company has issued an apology.
Bumble's Anti-Celibacy Ads Ignites Women's Backlash
Bumble launched the controversial ads as part of its rebranding effort, aiming to introduce the new Bumble to its users. The ads appeared in commercials and on billboards with taglines such as "You know full well a vow of celibacy is not the answer," and "Thou shalt not give up on dating and become a nun."
These messages were meant to humorously encourage users of the app to give dating another try, but they ended up offending many people.
The company, known for its unique approach of requiring women to make the first move in dating, has since reversed this feature. However, the anti-celibacy ads sparked outrage, particularly among those who choose celibacy for personal or religious reasons, as well as the asexual community.
On Monday, Bumble addressed the controversy through a statement on Instagram, saying, "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."
Bumble's Apology To Women and Corrective Measures
Bumble has acknowledged the concerns of various individuals and communities who felt marginalized and attacked by their advertisements. They received feedback from people advocating celibacy due to restricted reproductive rights, those who choose celibacy and deserve respect, and the asexual community for whom celibacy holds significant meaning.
Aside from that, the company stated that they recognized women's choice of celibacy due to past traumas and harm that numerous women around the world have experienced.
In response to the backlash, Bumble is removing all anti-celibacy messages from their global marketing campaigns. They also announced donations to the National Domestic Violence Hotline and other organizations supporting marginalized communities.
Furthermore, Bumble is offering the previously used ad space for the anti-celibacy campaign to these advocacy groups.
The Hotline expressed gratitude, stating their appreciation for Bumble's acknowledgment and responsibility. They noted that Bumble's contribution will support those affected by relationship abuse across the U.S. A spokesperson for The Hotline also mentioned they are considering the use of the offered billboard space.
Bumble App's Missteps and Future Campaigns
Bumble rolled out the campaign amidst struggles to grow its user base and attract younger members, who increasingly favor social media apps like Instagram or TikTok for romantic connections.
The company's shares have dropped about 45% since last July, highlighting the urgency of effective marketing strategies.
Despite the setback, Bumble is committed to learning from its mistakes and moving forward with more inclusive and respectful marketing approaches.
By addressing the concerns raised by the celibacy community and making amends, Bumble aims to rebuild trust and continue supporting diverse relationship choices.
