The Hallmark Channel has reversed its decision to pull a wedding advertisement that features a lesbian couple kissing at the altar.
The channel decided to stop airing the ad for Zola, a wedding planning website, on Saturday after a group of conservative moms called One Million Moms complained that the commercial was not “family friendly.” The company claimed the move was “in line with our current policy, which includes not featuring political advertisements, offensive language, R-rated movie content, and many other categories.”
Zola, however, pushed back on the decision, saying, “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.” The company also stated it would no longer advertise with the Hallmark Channel.
In the time since, the channel has faced a boycott and backlash from those opposed to pulling the ad. 2020 Democratic presidential candidate Pete Buttigieg joined in criticizing Hallmark by tweeting, “Families are built on love — no matter what they look like.”
The South Bend, Indiana, mayor, who is openly gay, added, “Being ‘family friendly’ means honoring love, not censoring difference. This truth will be more important than ever as we rebuild our nation into a place defined by belonging, not by exclusion.”
Families are built on love—no matter what they look like.
Being “family friendly” means honoring love, not censoring difference. This truth will be more important than ever as we rebuild our nation into a place defined by belonging, not by exclusion. https://t.co/pl5B1BtIdf
— Pete Buttigieg (@PeteButtigieg) December 15, 2019
On Sunday, the Hallmark Channel announced its decision to reinstate the ad and indicated that it would be reaching out to Zola to reestablish their partnership, according to CNN.
>> @AnaCabrera breaking the news: “The Hallmark Channel is reversing course after it had pulled an ad featuring a same-sex couple kissing at the altar. The CEO is now apologizing…” pic.twitter.com/3ZhlojgCTz
— Brian Stelter (@brianstelter) December 16, 2019
“Hallmark is and always has been committed to diversity and inclusion — both in our workplace as well as the products and experiences we create,” a statement from the CEO read. “It is never Hallmark’s decision to be divisive or generate controversy. We are an inclusive company and have the track record to prove it.”
