In a recent turn of events, popular dating app Bumble has issued an apology and decided to remove its contentious advertisements that mocked celibacy. The company's campaign sparked a backlash online, with many criticizing Bumble for trivializing personal choices and assuming that sex is the solution to dating frustrations.

The revamped dating app, which recently introduced features to empower women in the dating process, launched a series of adverts last month. However, billboards displaying messages like "a vow of celibacy is not the answer" and "thou shalt not give up on dating and become a nun" drew criticism in Los Angeles. The campaign even featured a commercial where a woman joins a convent, only to be tempted by a handsome gardener and eventually rejoining the dating world through Bumble.

The intention behind the campaign seemed to be addressing the growing number of women who have chosen voluntary celibacy for various reasons, including religion or previous trauma. However, the ads were seen as offensive and dismissive of personal choices by women who opt for celibacy.

Women voiced their concerns online, criticizing Bumble for belittling their choices and promoting the idea that sex solves all dating woes. Among those speaking out was Julia Fox, who shared her happiness after spending two years celibate.

Responding to the backlash, Bumble issued an apology online, admitting their mistake and promising to remove the advertisements. In addition, the company pledged to donate to the National Domestic Violence Hotline and offer the billboard space to organizations supporting women, marginalized communities, and abuse survivors.

Acknowledging their misstep, Bumble's statement recognized various perspectives, including those who choose celibacy due to reproductive rights concerns, those who view celibacy as a personal choice, and the asexual community for whom celibacy holds significant importance.

Bumble, known for its emphasis on empowering women and marginalized communities, initially disrupted the dating app scene in 2014 by allowing women to make the first move. Recently, the app introduced "Opening Moves," which gives users the option to prompt matches with pre-written questions, easing the pressure of initiating conversations.

While Bumble's apology and actions were meant to address the concerns raised by users, discontent continued among some who felt the company showed a lack of regard for women and leaned more towards catering to men's interests. Suggestions were made for Bumble to involve a female marketing team in the future.

Bumble's reputation and the trust of its user base have been affected by this controversy, with some expressing that the apology came too late to undo the harm caused by the ads. The company has promised to learn from its mistake and reaffirm its commitment to supporting women and marginalized communities.

As users wait to see how Bumble addresses the issue moving forward, the dating app faces the challenge of regaining the trust and confidence of its users and proving that it truly stands by its values of empowerment and personal choice.