Bumble Faces Backlash for Celibacy Ad Campaign
Los Angeles, May 14, 2024 – Dating app Bumble issued an apology on TikTok following backlash over its recent billboard campaign that referenced celibacy. The advertisements, which aimed to humorously address modern dating frustrations, were criticized for being insensitive to various perspectives on celibacy.
One billboard read, "You know full well a vow of celibacy is not the answer," triggering negative reactions online. Actress Julia Fox, among others, criticized the campaign, revealing her own positive experience with celibacy.
In response, Bumble apologized, acknowledging the campaign missed the mark. The company noted that the ads unintentionally offended communities, including those who choose celibacy for personal, political, or health reasons. Bumble announced plans to remove the billboards and pledged donations to the National Domestic Violence Hotline and related organizations. They also committed to allowing these groups to use the billboard space for the remainder of the campaign period.
Additionally, Bumble is undergoing a rebrand under new CEO Lidiane Jones, exploring changes like possibly allowing men to initiate contact, which deviates from Bumble’s signature feature of requiring women to make the first move.
By Olivia Hebert and Gina Cherelus
Source: The Independent, The New York Times