In late April, the dating app Bumble launched a marketing campaign that criticized "celibacy" along with a rebranding and app updates.
The ads specifically used slogans like "A vow of celibacy is not the answer" and "Don't refuse dates, don't be a nun" - and ultimately attracted attention, but not with the feedback that was intended.
Many criticized Bumble for tastelessness and claimed that their advertising did not align with the service's stated goal to "empower women" and "challenge outdated norms of heterosexual dating."
Some social media posts suggested that Bumble was allegedly "pressuring women to sleep with men against their real desires" and implying that "women cannot independently choose their sexual activity."
Currently, the dating app has apologized for the ad, calling it a "mistake" and promising to remove all ads promoting "anti-celibacy."
"Our ad mentioning celibacy was an attempt to draw attention from a society disappointed with modern dating, and instead of bringing joy and laughter, we unintentionally did the opposite," the statement from the service reads.
Bumble noted that they have been "diligently protecting women" and their right to choose for many years.
"This campaign did not align with our values, and we apologize for the harm it caused."
The dating app Bumble was launched in 2014 and stood out because only women could initiate conversations in it. Bumble is currently going through tough times - since July 2023, the company's stocks have been constantly falling, with a nearly 45% decrease. In February, Bumble laid off 30% of its staff - 350 employees, and in April, it launched a redesign of the app to make it more appealing to a younger generation.
Source: Mashable
Comments (0)
There are no comments for now