Following heavy backlash from critics, female dating app Bumble has apologised for adverts that allegedly shamed women who were not sexually active.
The advertisement included messages such as “A vow of celibacy is not the answer” and “Thou shalt not give up on dating and become a nun”.
In their defence, Bumble said the ads were supposed to bring humour to “a community frustrated by modern dating”.
However, critics insisted the adverts were gaudy and contrary to the company’s stated aim of empowering women.
One of the critics, Jordan Emmanuel who had publicly disclosed her decision to embark on a one-year celibacy journey blasted the company, saying, “In a world fighting for respect and autonomy over our bodies, it’s appalling to see a dating platform undermine women’s choices”.
Reacting to the series of criticisms, Bumble app, in a statement via their social media handle, said it understood the complaints and would remove the adverts
The statement reads, “We made a mistake, For years Bumble has passionately stood up for women and marginalised communities, and their right to fully exercise personal choice.
“We didn’t live up to these values with this campaign and we apologize for the harm it caused.”
The company added that it would offer the advertising space to the National Domestic Violence Hotline, among other organisations and donate money.
Olekanma Favour is a resourceful, self-motivated, and result-driven writer with a passion for crafting compelling narratives and insightful content. She loves tackling complex topics and weaving engaging stories.
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