Bumble Faces Major Rejection For ‘Anti-Celibacy’ Ads
Photo 207606889 © Boumenjapet | Dreamstime.com
Bumble users are taking a swipe at the dating app after it made a misguided diss at celibacy, forcing it to apologize. Its recent attempt to shake up its image, which included a rebrand, app redesign, and a new ‘Opening Moves’ feature, the company sought to resonate with frustrations over modern dating and assured fans that “we’ve changed so you don’t have to.” Alas, this move to impress hit a sour note.
The company’s effort to champion women’s empowerment and challenge outdated dating norms fell flat, instead drawing criticism. Billboards with messages such as “A vow of celibacy is not the answer” and “Thou shalt not give up on dating and become a nun” quickly went viral—for the wrong reasons—with critics arguing that the advertisements trivialized women’s choices and shamed those who opted for celibacy.
Watching Bumble become the thing it always said it wouldn’t be is a damn trip. Those celibacy billboards are crazy. pic.twitter.com/AxHCbeBZRT
— MON ðŸ‘🌈⚽ï¸ðŸ– (@m_duwel) May 11, 2024
Bumbles rebrand is actually shocking(ly bad) https://t.co/VWC94Rjjww
— annie-mai (@anniemaisocial) May 13, 2024
The backlash, gaining the moniker of the “Bumble Fumble” online, was swift and fierce, with many pointing out that the campaign seemed insensitive and dismissive of personal choices, including those who are celibate or part of the asexual community.
#BumbleFumble pic.twitter.com/7m969ffW62
— Evil Kicheco (@kicheco) May 13, 2024
In response to the outcry, the app took to social media to issue a heartfelt apology. The company admitted, “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.”
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Bumble has started removing the controversial campaign and has pledged to donate to organizations that support women, marginalized communities, and those affected by abuse.
[via Marketing Interactive and Pedestrian.TV, images via various sources]
