Dating app Bumble’s out-of-home (OOH) ads discouraging women who make a vow of celibacy received backlash on social media over the weekend.
One billboard reads, “You know full well a vow of celibacy is not the answer,” while another one in Los Angeles shows a shortened version.
Women criticize Bumble for promoting the exact opposite of its mantra: “Here, kindness is sexy, you being you is perfect, and women come first. Always.”
Imagine a dating app not being able to take "no" for an answer!!@bumblepic.twitter.com/6436FymKDz
— Sayde Scarlett (@Sayde_Scarlett) May 12, 2024
In response to the negative reactions, Bumble posted an apology on Instagram addressed to its beloved community.
"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," Bumble wrote.
"We're removing these ads from our global marketing campaign. Bumble will be making a donation to the National Domestic Violence Hotline, among other organizations."
Julia Fox Reacts to Bumble’s Billboards
The “vow of celibacy” OOH ads are part of Bumble’s rebranding campaign, “We’ve changed so you don’t have to,” launched in April.
The global campaign was launched with a hero film that shows a woman “swearing off dating” and going into seclusion, only to come out after realizing it wasn’t for her, armed with the new Bumble.
This is where another version of the billboard, which reads, “Thou shalt not give up on dating and become a nun,” is based.
@thewindwitch Replying to @~𝕮𝖆𝖗𝖎𝖘𝖘𝖆~ 🪳 #greenscreen delete your dating apps and review them in the app store. Like, comment, and share to spread awareness. #bumble #bumblebillboard #datingtips #relationshipadvice #teambear #4b #4bmovement #bumbledating ♬ Spooky, quiet, scary atmosphere piano songs - Skittlegirl Sound
Commenting on the ad, a TikTok user called the ad “predatory” and a "violent attack against women.”
Meanwhile, even actress Julia Fox has revealed in a comment to a TikTok post criticizing Bumble’s ads that she has been celibate for over two years.
“2.5 years of celibacy and never been better tbh,” Fox wrote.
The comment has since gained nearly 31,000 likes and 240 replies, with user Hoopz Marie saying, “went four years and it was life-changing I see life more clearly now.”
Although Bumble is removing the billboards, the damage has been done, with women calling to cancel the dating app already spreading on social media and Fox’s revelation gaining traction in the media.
