The Hallmark Channel has come under fire after it scrapped wedding commercials featuring two brides kissing.
Wedding planner Zola submitted six ads to the channel, four of which featured a lesbian couple.
Hallmark removed them following a complaint from US Conservative group One Million Moms – but decided to allow the two ads featuring straight couples.
The brand said it does not want to “generate controversy,” adding “we have tried very hard to stay out of it.”
Zola wedding ad that was pulled from the Hallmark Channel. Image: YouTubeEllen DeGeneres and actress Sandra Bernhard are among the celebrities criticising the decision.
Zola has now pulled all its ads from the channel.
The company’s chief marketing officer Mike Chi said: “The only difference between the commercials that were flagged and the ones that were approved was that the commercials that did not meet Hallmark's standards included a lesbian couple kissing.”
“All kisses, couples and marriages are equal celebrations of love and we will no longer be advertising on Hallmark.”
TV presenter Ellen DeGeneres tweeted: “Isn't it almost 2020? What are you thinking? Please explain. We're all ears.”
don't worry @hallmarkchannel all the groovy gay ladies i know won't be watching your #Christmas schlock they'll be out celebrating with their "families" wives, children, friends on & on & getting married in chic ensembles, didn't you all get the memo? #family is all inclusive
— Sandra Bernhard (@SandraBernhard) December 14, 2019
don't worry @hallmarkchannel all the groovy gay ladies i know won't be watching your #Christmas schlock they'll be out celebrating with their "families" wives, children, friends on & on & getting married in chic ensembles, didn't you all get the memo? #family is all inclusive
— Sandra Bernhard (@SandraBernhard) December 14, 2019
Hallmark spokeswoman Molly Biwer said: “The debate surrounding these commercials on all sides was distracting from the purpose of our network, which is to provide entertainment value.
“The Hallmark brand is never going to be divisive. We don't want to generate controversy, we've tried very hard to stay out of it... we just felt it was in the best interest of the brand to pull them and not continue to generate controversy.”
On its website, One Million Moms, which is a conservative group linked to the American Family Association, said it had “personally spoken” about the ads to Bill Abbott, CEO of Hallmark's parent company, Crown Media Family Networks.
It said Mr Abbot had told it the ads were “aired in error.”
The group said the phone call “gave us the opportunity to also confirm the Hallmark Channel will continue to be a safe and family friendly network,” adding “Praise the Lord.”
