Bumble’s recent ad campaign, which featured slogans including “you know full well a vow of celibacy isn’t the answer” and “thou shalt not give up on dating and become a nun,” has met with swift backlash from consumers. Social media was soon awash in posts from women interpreting Bumble’s new ads as “shaming celibacy/abstinence” and “undermin[ing] women’s choices.” Bumble, which let 350 employees go in February due to falling subscriber numbers, differs from other dating apps in its permanent “ladies’ choice” model. Female users must initiate contact with male ones for communication between a potential couple to begin. In protecting women from the (often unwanted and sexually explicit
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