Bumble, the dating app where women used to have to be the ones to initiate conversations, has found itself entangled in controversy with its recent marketing campaign. This campaign, which intended to bring humor to the frustrations of dating, sparked criticism, particularly from women who felt their choices were being mocked.

The now-infamous billboards, plastered with messages like “Thou shalt not give up on dating and become a nun” and “You know full well a vow of celibacy is not the answer,” received backlash online. Critics argued that these ads not only lacked tact but also contradicted Bumble’s core ethos of empowering women to take control of their dating lives.

Bumble Striking the Wrong Chord

The outcry was not merely a matter of offense taken. It struck at the heart of a larger conversation surrounding autonomy and respect for women’s choices.

Social media platforms became a sounding board for heated discussions. Users expressed their disappointment and frustration with Bumble’s misstep from Twitter to TikTok and more. Comments flooded Bumble’s own social media posts, with many users expressing their intention to delete their accounts in protest.


Bumble says when should give up their vow of celibacy. Here’s what I think about their suggestion. #datingapp #datingtips #datingadvice #bumble @Shawnda

♬ original sound – Shawnda

Bumble’s Back Down

Bumble, quick to recognize its misstep, issued a public apology and promptly pledged to remove the advertisements. In a statement posted on social media, the company acknowledged its failure to uphold its values. The company’s accountability was met with mixed reactions. Some applauded Bumble for owning up to its mistake while others were skeptical of the sincerity.

Bumble’s apology was accompanied by concrete steps to address the concerns raised by its users. Along with its decision to remove the ads, the company offered the advertising space to organizations dedicated to supporting women’s rights and well-being. That includes the National Domestic Violence Hotline. Additionally, Bumble committed to making donations to these organizations.

As dating apps continue to shape the way people navigate relationships, it becomes increasingly important for platforms like Bumble to tread carefully, ensuring that their messaging aligns with the diverse experiences and choices of their user base.