{"id":3190,"date":"2024-05-16T11:45:12","date_gmt":"2024-05-16T11:45:12","guid":{"rendered":"https:\/\/digitaltradecenter.com\/index.php\/2024\/05\/16\/bumble-apologises-for-adverts-appearing-to-mock-celibacy\/"},"modified":"2024-05-16T11:45:12","modified_gmt":"2024-05-16T11:45:12","slug":"bumble-apologises-for-adverts-appearing-to-mock-celibacy","status":"publish","type":"post","link":"https:\/\/digitaltradecenter.com\/index.php\/2024\/05\/16\/bumble-apologises-for-adverts-appearing-to-mock-celibacy\/","title":{"rendered":"Bumble apologises for adverts appearing to mock celibacy"},"content":{"rendered":"
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Bumble has apologised after it appeared to make fun of celibate women in a new advertising campaign.<\/p>\n

The dating app<\/strong> ran a billboard campaign with slogans including “you know full well a vow of celibacy is not the answer”, and “thou shall not give up dating and become a nun”.<\/p>\n

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Social media users called the campaign “unbelievably insulting”, “patronising” and “tone-deaf”.<\/p>\n

The company has now apologised and admitted: “We made a mistake.”<\/p>\n

It added: “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.”<\/p>\n

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Many people criticised the adverts, which appeared in the US, for misunderstanding why women choose celibacy.<\/p>\n

Some said celibacy is a response to trauma, while for others, it is a choice not to “settle”. Asexual people may choose to be celibate and still date <\/strong>and for some, it is a religious choice.<\/p>\n

Increasingly, celibacy is also used as a protest against patriarchal societies – with South Korea’s<\/strong> 4B movement attracting global attention as women began to cut men out of their lives.<\/p>\n

4B is shorthand for four Korean words that all start with “bi” – meaning “no”, according to journalist Anna Louie Sussman, who covered the movement last year for The Cut magazine.<\/p>\n

“The first no – bihon – is the refusal of heterosexual marriage,” she wrote.<\/p>\n

“Bichulsan is the refusal of childbirth, biyeonae is saying no to dating, and bisekseu is the rejection of heterosexual sexual relationships.”<\/p>\n

Although it started as a small protest movement, it has spread across Asia and around the world and there are now more than 63,000 TikTok videos on the topic.<\/p>\n

As well as the public apology, Bumble said it will be donating to the National Domestic Violence Hotline and other organisations that support women.<\/p>\n

Billboard spaces will also be offered to the organisations to display “an ad of their choice” for the remaining time period that Bumble reserved them for.<\/p>\n

In a statement, the company said it has “passionately stood up for women and marginalised communities, and their right to fully exercise personal choice” for years.<\/p>\n

“We didn’t live up to these values with this campaign and we apologise for the harm it caused,” it added.<\/p>\n

The dating app company is going through a rough patch. Its shares have fallen steadily since last July, dropping roughly 45% over that time amid concerns over its ability to reach younger users.<\/p>\n

In February, it laid off 350 employees, roughly 30% of its workforce, when it announced plans to revamp its app in order to make it more attractive to Generation Z.<\/p>\n

The latest ad campaign was designed to launch the revamped app.<\/p>\n<\/p>\n

This post appeared first on sky.com<\/div>\n<\/div>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Bumble has apologised after it appeared to make fun of celibate women in a new advertising campaign. The dating app ran a billboard campaign with slogans including “you know full well a vow of celibacy is not the answer”, and “thou shall not give up dating and become a nun”. Social media users called the <\/p>\n","protected":false},"author":1,"featured_media":3191,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[],"class_list":{"0":"post-3190","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-science"},"_links":{"self":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts\/3190","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/comments?post=3190"}],"version-history":[{"count":0,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/posts\/3190\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/media\/3191"}],"wp:attachment":[{"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/media?parent=3190"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/categories?post=3190"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digitaltradecenter.com\/index.php\/wp-json\/wp\/v2\/tags?post=3190"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}