Bumble recently faced backlash for an ad campaign that referenced celibacy, with critics accusing the dating app company of shaming people for choosing not to have sex. The ads, part of Bumble’s brand redesign, included a controversial billboard and a video ad that were seen as minimizing the various reasons individuals, especially women, may choose to be celibate. Many users took to social media to express their disappointment with the campaign, with some feeling that it undermined women’s choices and enforced male entitlement to women’s bodies.
In response to the backlash, Bumble issued an apology on Instagram, acknowledging that the ads were a mistake. The company stated that the ads were meant to appeal to a community frustrated by modern dating but unintentionally caused harm instead. Bumble recognized that some people choose to be celibate for reasons such as concerns about access to reproductive health care, trauma, or being asexual. The apology also highlighted Bumble’s commitment to standing up for women and marginalized communities and apologized for failing to uphold those values in the campaign.
Bumble announced that it has removed the ads from its global marketing campaign and is making a donation to the National Domestic Violence Hotline and other organizations that support women, marginalized communities, and abuse victims. The company also pledged to offer the remaining billboard reservation time to these organizations. Despite the apology, some critics felt that Bumble was only sorry because it was losing customers and accused the company of leaning into the feelings of men instead of supporting women. Others in the celibacy community expressed that they were not seeking allyship from Bumble and were content with their choices.
The ad controversy comes at a difficult time for Bumble financially, with its shares dropping 45% since July 2023 and the company announcing plans to lay off 350 employees in February. The backlash over the celibacy-related ads adds to the challenges facing Bumble as it navigates the competitive dating app industry and strives to maintain a positive brand image. The company’s misstep with the campaign highlights the importance of considering diverse perspectives and sensitivities when creating marketing strategies that resonate with a wide range of audiences.
