Bumble issued an apology after facing backlash for its recent ad campaign, which referenced celibacy and was criticized for allegedly shaming individuals who choose not to engage in sexual activity.
The dating app company responded to the critiques in an Instagram statement posted on May 13, acknowledging the mistake and expressing regret over the unintended impact of 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 apology stated in part.
The controversial ads, which were part of Bumble’s brand redesign, included a billboard with the message, “You know full well a vow of celibacy is not the answer,” according to the Associated Press. Additionally, a now-removed video ad featured a storyline where a woman joins a religious group but later becomes infatuated with a man, suggesting a departure from celibacy.
Critics of the campaign argued that it minimized the diverse reasons why people, especially women, may choose celibacy. Some responses highlighted the importance of respecting individual autonomy and criticized the ads for perpetuating gender stereotypes.
Bumble addressed the range of criticisms in its apology, acknowledging that some people choose celibacy for various reasons, including concerns about reproductive health care access, trauma, or identifying as asexual.
The company pledged to make amends by making a donation to the National Domestic Violence Hotline and other organizations supporting women, marginalized communities, and abuse victims. Additionally, Bumble offered the remaining time in its billboard reservations to these organizations.
However, the apology itself also faced criticism, with some commenters expressing skepticism about Bumble’s motives and questioning the sincerity of the apology.
Bumble’s ad controversy coincides with financial challenges for the company, including a significant drop in its shares and layoffs announced in February.
The incident underscores the complexities of marketing campaigns in the digital age and the importance of sensitivity to diverse perspectives and experiences.