Bumble apologizes for anti-celibacy campaign

(SAN FRANCISCO) – Dating app Bumble was stung after running billboard ads that appeared to mock celibacy as an alternative to meeting people online.

On Monday, the company backtracked and apologized for billboards that carried the message “You know very well that a vow of celibacy is not the answer” juxtaposed with an introduction to the “new Bumble.” The app launched a rebrand in April, hoping to revive long-lagging user interest.

Women on social media criticized the company for suggesting that celibacy is not a valid personal choice. Some online critics interpret the slogan as reflecting patriarchal notions that women should be willing to have sex with men, even if they don’t want to.

On a apology posted on InstagramBumble said it is removing ads that it called a misguided attempt to “lean into a community frustrated by modern dating.” He said the company has long stood up for women and their right to “fully exercise personal choice,” but admitted that the advertising campaign did not live up to those values ​​and apologized “for the harm it caused.”

The company also plans donations to the National Domestic Violence Hotline and other organizations to support global efforts to “support women, marginalized communities and those affected by abuse.” The company said it will also offer billboard space to these same organizations for advertisements of their choosing.

Bumble did not respond to questions seeking information about how many billboards were involved in the campaign and where they were located. It is not yet clear whether the ads were also shown in other media.

The dating app company is going through a rough patch. Its shares have fallen steadily since last July, falling about 45% during that period amid concerns about its ability to reach younger users. In February, it laid off 350 employees, around 30% of its workforce, in February when it announced plans to revamp its app in order to make it more attractive to Generation Z.