Bumble recently faced backlash for an ad campaign that referenced celibacy and was seen as shaming those who choose not to have sex. The company has since apologized and removed the ads from its global marketing campaign. The controversial ads were part of Bumble’s brand redesign and included billboards and a video ad that critics felt minimized the variety of reasons people, especially women, may choose to be celibate.
In response to the backlash, Bumble issued a statement on Instagram on May 13, acknowledging that they had made a mistake. The company stated that the ads were intended to lean into a community frustrated by modern dating but instead unintentionally did the opposite by not bringing joy and humor. Many critics felt that the ads were undermining women’s choices and promoting male entitlement to women’s bodies. Others felt that Bumble was trying to shame celibacy and abstinence in an inappropriate and offensive manner.
Bumble’s apology also addressed the range of criticisms that were raised, noting that some people choose to be celibate for various reasons such as concerns about access to reproductive health care, trauma, or being asexual. The company emphasized its commitment to standing up for women and marginalized communities and their right to fully exercise personal choice. As a gesture of goodwill, Bumble announced that it would be making a donation to the National Domestic Violence Hotline and other organizations that support women, marginalized communities, and abuse victims.
While Bumble’s apology was met with some support, there were still critics who felt that the company’s response was insincere. Some commenters on the apology post felt that Bumble was only sorry because they were losing customers and that they had leaned into the feelings of men rather than addressing the concerns of women. Others felt that the company had portrayed celibate women in a negative light by dressing them as nuns and insinuating that they were reclusive and limited in their choices.
The ad controversy comes at a difficult time for Bumble financially, with shares dropping 45% since July 2023 and plans to lay off 350 employees announced in February. The backlash from the celibacy ad campaign adds to the company’s challenges, as it tries to navigate its brand reputation and appeal to a diverse and inclusive audience. It remains to be seen how Bumble will address these issues moving forward and whether the company can regain the trust of its customers and stakeholders.
