The Hallmark Channel will reinstate same-sex marriage commercials that it pulled from the network, the company says. An ad that featured two brides kissing at the altar was initially dropped after a conservative advocacy group complained.
This image made from undated video provided by Zola shows a scene of its advertisement. Under pressure from a conservative advocacy group, The Hallmark Channel has pulled the ads for wedding-planning website Zola that featured same-sex couples, including two brides kissing. The family-friendly network, which is in the midst of its heavily watched holiday programming, removed the ads because the controversy was a distraction, a spokesperson said in an interview on Saturday, Dec. 14, 2019.
The earlier decision by Crown Media, Hallmark’s parent company, to pull several ads for the wedding planning site Zola featuring two brides kissing at the altar had caused a storm of protest on social media. Celebrities like Ellen DeGeneres and William Shatner criticized the move and the hashtag #BoycottHallmark was trending on Twitter at one point.
“We are humbled by everyone who showed support not only for Zola, but for all LGBTQ couples families who express their love on their wedding day, and every day,” said a statement Sunday evening from the company’s chief marketing officer, Mike Chi. Zola had submitted six ads, with four including a lesbian couple. After Hallmark pulled those ads, but not two featuring only opposite-sex couples, Zola pulled its remaining ads.
Hallmark’s statement said the network will be “working with GLAAD to better represent the LGBTQ community” and would be reaching out to Zola to reestablish its partnership.
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