SAN FRANCISCO (AP) — Bumble, the dating app, faced criticism for its billboard ads that seemed to mock celibacy as an alternative to online dating.
The company apologized for the billboards that featured the message “You know full well a vow of celibacy is not the answer” alongside an introduction to “the new Bumble.” This apology followed a brand redesign in April aimed at revitalizing user interest, which had been waning.
Critics, especially women on social media, condemned the ads for implying that celibacy is not a valid personal choice. Some interpreted the slogan as promoting patriarchal ideals that pressure women into unwanted sexual encounters.
In an apology posted on Instagram, Bumble acknowledged the error, stating that the ads were a misguided attempt to connect with a segment of the dating community frustrated by modern dating norms. The company emphasized its longstanding support for women’s right to make personal choices and expressed regret for any harm caused.
Bumble announced plans to donate to the National Domestic Violence Hotline and other organizations supporting women and marginalized communities. It also offered the billboard space to these organizations for their own ads.
Details about the scale of the billboard campaign and its reach across different media platforms remain unclear. Bumble has been struggling, with its stock prices falling about 45% since July, amid concerns about attracting younger users. In February, the company laid off 350 employees, about 30% of its workforce, as part of an effort to revamp its app for Generation Z appeal.