"You're probably not her only match. Use a condom."
That's the message from dating app Tinder's newly released safe-sex campaign – and it's being received with mixed reviews, with some calling the ad slut-shaming.
The ad, developed by Israeli advertising firm Great Interactive and made in partnership with the AIDS Task Force, created fake accounts of female Tinder users, portraying them with several different male partners. While the aim of the advertisement is to encourage people to practice safe sex, the delivery came under fire by those who say it singles out women who have multiple partners.