{"id":131,"date":"2024-05-15T12:00:54","date_gmt":"2024-05-15T12:00:54","guid":{"rendered":"https:\/\/tradetrovex.com\/index.php\/2024\/05\/15\/bumble-apologises-for-adverts-appearing-to-mock-celibacy-2\/"},"modified":"2024-05-15T12:00:54","modified_gmt":"2024-05-15T12:00:54","slug":"bumble-apologises-for-adverts-appearing-to-mock-celibacy-2","status":"publish","type":"post","link":"https:\/\/tradetrovex.com\/index.php\/2024\/05\/15\/bumble-apologises-for-adverts-appearing-to-mock-celibacy-2\/","title":{"rendered":"Bumble apologises for adverts appearing to mock celibacy"},"content":{"rendered":"
\n

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 \u201cyou know full well a vow of celibacy is not the answer\u201d, and \u201cthou shall not give up dating and become a nun\u201d.<\/p>\n

<\/div>\n

Social media users called the campaign \u201cunbelievably insulting\u201d, \u201cpatronising\u201d and \u201ctone-deaf\u201d.<\/p>\n

The company has now apologised and admitted: \u201cWe made a mistake.\u201d<\/p>\n

It added: \u201cOur 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.\u201d<\/p>\n

<\/div>\n

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 \u201csettle\u201d. 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 \u2013 with South Korea\u2019s<\/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 \u201cbi\u201d \u2013 meaning \u201cno\u201d, according to journalist Anna Louie Sussman, who covered the movement last year for The Cut magazine.<\/p>\n

\u201cThe first no \u2013 bihon \u2013 is the refusal of heterosexual marriage,\u201d she wrote.<\/p>\n

\u201cBichulsan is the refusal of childbirth, biyeonae is saying no to dating, and bisekseu is the rejection of heterosexual sexual relationships.\u201d<\/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 \u201can ad of their choice\u201d for the remaining time period that Bumble reserved them for.<\/p>\n

In a statement, the company said it has \u201cpassionately stood up for women and marginalised communities, and their right to fully exercise personal choice\u201d for years.<\/p>\n

\u201cWe didn\u2019t live up to these values with this campaign and we apologise for the harm it caused,\u201d 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","protected":false},"excerpt":{"rendered":"

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