Bumble’s Billboard Ads Sneered At Celibacy As An Alternative To Dating — And The Company Got Stung

SAN FRANCISCO — Bumble received backlash after airing billboard commercials that appeared to mock celibacy as an alternative to meeting people online.

On Monday, the company apologized for ads that said, “You know full well a vow of celibacy is not the answer” next to an introduction to “the new Bumble.” The app announced a brand revamp in April, hoping to recover dwindling user enthusiasm.

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Bumble’s Billboard Ads Sneered At Celibacy As An Alternative To Dating — And The Company Got Stung

Women on social media chastised the corporation for suggesting that celibacy isn’t a legitimate personal choice. Some online critics interpret the tagline as representing patriarchal beliefs that women must be willing to have sex with males even if they do not want to.

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Bumble’s Billboard Ads Sneered At Celibacy As An Alternative To Dating — And The Company Got Stung

Bumble apologized on Instagram for eliminating advertisements that it described as a poor attempt to “lean into a community frustrated by modern dating.” The corporation has long advocated for women and their ability to “fully exercise personal choice,” but it conceded that the ad campaign did not reflect those beliefs and regretted “the harm it caused.”

The corporation will also make payments to the National Domestic Violence Hotline and other groups to support global efforts to “support women, marginalized communities, and those impacted by abuse.” The corporation stated it would also provide billboard space to these organizations for their chosen advertisements.

Bumble did not answer concerns about the number of billboards used in the campaign or where they were positioned. It is unclear whether the adverts appeared in other media.

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Bumble’s Billboard Ads Sneered At Celibacy As An Alternative To Dating — And The Company Got Stung

The dating app company has been experiencing difficulties. Its stock has plummeted significantly since last July, about 45% over doubts about its capacity to engage younger people. In February, it fired off 350 employees, or nearly 30% of its personnel, as it revealed plans to update its app to make it more appealing to Generation Z.

SOURCE – (AP)