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Bumble apologises for ‘anti-celibacy’ ads after furious backlash [Video]

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Social Media Marketing

Bumble has apologised for its poorly received ads referencing celibacy, calling them a “mistake.” The marketing campaign is being slammed across social media, with users accusing the dating app of undermining womenโ€™s choices and shaming them for refraining from sex.

In a statement posted to Bumble’s official Facebook, Instagram, and TikTok accounts on Monday, the company acknowledged its misstep and announced that it would be removing its heavily criticised anti-celibacy ads from its global marketing campaign.

Bumble initially revealed its ill-fated campaign at the end of last month, alongside a rebrand, app redesign, and the introduction of its new Opening Moves feature. Created by Bumble’s in-house marketing team, the company’s global advertising campaign used the tagline, “We’ve changed so you don’t have to.”

Unfortunately, many felt Bumble’s ads didn’t line up with its aim to “empower women” and “challenge outdated heterosexual dating norms.” The new billboards featured statements such as “A vow of celibacy is not …

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