Bumble Have Fumbled With Their Latest Ad Campaign 

Popular dating app Bumble has announced that it will take down billboards that appear to discourage celibacy amongst women, following widespread online criticism arguing that the messaging undermines women’s freedom of choice. 

Pictures of Bumble’s latest billboards went viral on social media this past week due to their messaging that celibacy is not the answer to dating. The adverts feature images of women with messaging such as  “Thou shalt not give up on dating and become a nun,” and “You know full well a vow of celibacy is not the answer.”

[Image Creds: Creative Bloq]

Many social media users have argued that Bumble’s new campaign is counterintuitive to the app’s original principles. Founded in 2014, Bumble have always claimed to have the intention of creating a more hospitable dating environment for women. The app enables women to take control and set the tone with unique features such as women having to send the first message to create a match. 

A Twitter user encompassed the negative response to the ad, stating “Wild to me that in 2024, a dating app founded by a woman is shaming women.

Bumble have since taken to social media to apologise for the offence caused by their billboards and have stated that they will donate the ad space to charitable organisations that support women. 

[Image Creds: Bumble]

The ads were likely intended to be relatable by tapping into women’s exhaustion with online dating, but instead appear to have alienated the company from its core audience.


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