Dating app Bumble has come under fire for a billboard campaign labeled ‘sexist’ and ‘anti-women.’
The posters, which read “Thou shalt not give up on dating and become a nun,” have sparked backlash on social media, with many users accusing Bumble of victim-blaming and perpetuating misogynistic language.
One user, @blobwithagob, shared a picture of one of the billboards on Twitter, which has garnered over 2.4 million views. In the caption, they claimed Bumble should ‘run ads targeted at men telling them to be normal’ rather than ‘trying to shame women into coming back to the apps.’
Another user, @Kyazike, commented: ‘Maybe if y’all put some work into your algorithms, you wouldn’t be coming up with such sexist ads.’
Thousands of women shared their thoughts, with many threatening to boycott the app in response to what @aurorasumee called ‘absolutely tone deaf’ and @motelflesh described as ‘anti-women.’
Commenting on another billboard which read, ‘A vow of celibacy is not the answer,’ @vaglnapolice added: ‘It looks like women who date men are saying no to meaningless hookups and stranger danger, and the apps and men on them are suffering. Women are choosing celibacy, and Bumble is mad! Stay mad!”
Sophie Milner, a content creator and founder of female friendship membership group New Circle Society, told Metro.co.uk: ‘The ads being targeted at women feels like once again we are having to bend and alter ourselves to fit around men, in a man’s world.’
‘In the same way, we get told to cover up, to not go out after dark, to be polite when someone is accosting us in case we make them angrier – it just sadly seems to echo how it’s always, always women who are told we need to change.’
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In terms of the reason women are less inclined to use dating apps at the moment, Sophie believes the shift down to women ‘evolving’ and no longer accepting ‘men’s behaviour.’
‘[Women] are demanding more in terms of compassion, kindness, equality, shared values, and emotional intelligence, while men are not keeping up,’ she adds.
According to Marina Lazaris, love coach and relationships writer, the fact Bumble, ‘the app where women choose men,’ has called out women is ‘interesting.’
‘Perhaps that means women are tired of chasing men,’ she tells Metro.co.uk. ‘They could be choosing to abstain from dating to work on themselves, and although Bumble is trying to say that isn’t the way, actually, it is the best way for women to build themselves up.’
Alongside backlash for the company, there are also a number of wider potential consequences relating to a campaign like this.
Psychologist and sex and relationships advisor Barbara Santini explains: ‘Ads that perpetuate stereotypes by portraying women solely as objects of desire or domestic caretakers can have damaging effects on women’s self-esteem and sense of agency.’
‘Such messages not only limit women’s aspirations but also contribute to the normalisation of gender inequality.’
She also claims this kind of messaging can ‘normalise the commodification of women’s bodies and undermine efforts towards gender equality and respect,’ urging Bumble to use a ‘multifaceted approach’ to address any possible harm.
‘Advertisers must prioritise ethical and responsible messaging that respects the dignity and autonomy of all individuals,’ she tells Metro.co.uk. ‘Moreover, regulatory bodies and advocacy groups play a vital role in holding advertisers accountable for perpetuating harmful stereotypes and promoting positive representations of women.’
In response to the public reaction over its messaging, Bumble told Metro.co.uk: ‘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 humour, we unintentionally did the opposite.’
‘Some of the perspectives we heard were: from those who shared that celibacy is the only answer when reproductive rights are continuously restricted; from others for whom celibacy is a choice, one that we respect; and from the asexual community, for whom celibacy can have a particular meaning and importance, which should not be diminished. We are also aware that for many, celibacy may be brought on by harm or trauma.’
The statement added: ‘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 apologise for the harm it caused.’
I married a much older woman, now her boobs are getting saggy and I want out
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It confirmed the ads would be removed from its global marketing campaign, and that Bumble would be ‘making a donation to the National Domestic Violence Hotline, among other organisations’ to ‘support the work being done around the world to support women, marginalised communities, and those impacted by abuse.’
Additionally, these organisations will be given the opportunity to display ads of their choice in place of Bumble’s posters.
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Despite these measures, though, and concluding its apology by telling women, ‘we care about you and will always be here for you,’ the app may still have a long way to go to regain the trust of those it offended.
