Bumble recently faced backlash over an ad campaign that referenced celibacy, with critics accusing the dating app company of shaming people for choosing not to have sex. The controversial ads, which were part of Bumble’s brand redesign, have since been removed from its global marketing campaign. In an Instagram statement, Bumble apologized for the unintended harm caused by the ads and acknowledged the range of criticisms it received.
One of the ads featured a billboard that read, “You know full well a vow of celibacy is not the answer,” sparking outrage among users who felt that it minimized the variety of reasons why people, especially women, may choose to be celibate. Critics expressed disappointment in Bumble for undermining women’s choices and attempting to shame celibacy and abstinence. The company’s attempt to target a specific community backfired, leading to widespread condemnation of its messaging.
In response to the backlash, Bumble recognized that some people choose celibacy due to concerns about access to reproductive health care, trauma, or their asexual identity. The company admitted that the campaign did not align with its values of empowering women and marginalized communities to exercise personal choice. Bumble addressed the issue by making a donation to the National Domestic Violence Hotline and other organizations supporting women, marginalized communities, and abuse victims, as well as offering its remaining billboard reservations to these organizations.
Despite the apology, some critics remained unsatisfied with Bumble’s response, believing that the company only apologized due to the potential loss of customers. They accused Bumble of catering to male entitlement and overlooking women’s autonomy in relationships. The controversy highlighted the tension between the company’s attempt to appeal to a specific demographic and its commitment to supporting women and marginalized communities.
The ad controversy coincided with financial difficulties for Bumble, including a significant drop in its shares and plans to lay off employees. The negative publicity surrounding the campaign served as a reminder of the potential consequences of insensitivity and tone-deaf messaging in marketing efforts. Bumble’s experience serves as a cautionary tale for companies seeking to engage with diverse communities while navigating the complexities of gender, sexuality, and personal choice in their advertising.
