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'Cowards': Hallmark Channel Faces Flak for Pulling Ads Featuring Lesbian Couple Marrying, Kissing

Groups like One Million Moms in the United States complained against the Zola ad for not being family friendly | Image credit: YouTube/Zola

Groups like One Million Moms in the United States complained against the Zola ad for not being family friendly | Image credit: YouTube/Zola

The Hallmark Channel pulled four ads from wedding-planning company Zola after certain sections outraged against the advertisements featuring same-sex couples.

The Hallmark Channel, part of the Hallmark Cards group, has come under fire taking down an advertisement featuring a lesbian couple getting married after pressure from critics.

The company recently pulled four ads from wedding-planning company Zola from its channel after certain sections of people outraged against the advertisements featuring same-sex couples. Similar ads featuring heterosexual couples were not pulled down.

In response, Zola has said it will remove all its other ads from Hallmark. The company issued a statement in response stating "All kisses, couples and marriages are equal celebrations of love" and they will "no longer be advertising on Hallmark" post the incident.

The ads were pulled following outrage by One Million Moms, a wing of the Christian-right American Family Association, called for a boycott of Hallmark for airing the ads on their network. The organisation posted a call to action for its supporters on its websites, adding that though Hallmark was "usually safe for family viewing. But unfortunately, that is not the case anymore." The main complaint was against a kiss shared by the lesbian couple getting married in the ad. Hallmark clarified saying they pulled the ads after complains they were "distracting from the purpose of our (Hallmark's) network, which is to provide entertainment value.”

Nevertheless, the incident has caused outrage against Hallmark Channel, both on social media and off it. Several netizens criticized the move by the channel as "homophobic" and also called for a "boycott" of the channel for caving to "bigoted" pressure from anti-LGBTQIA groups.

Taking to Twitter, author Allie Larkin wrote, "...this makes me so sad. The idea that family-friendly can’t include all kinds of families is hurtful and heartbreaking. I want to see love stories that reflect everyone’s experiences".

Others also joined the protest.