Hallmark Apologizes After Backlash for Pulling an Ad That Featured Two Brides Kissing
This past weekend there was a lot of controversy around the Hallmark Channel—right in the middle of the network's jam-packed "Countdown to Christmas" season.
In case you missed it, here's what went down. Zola, a wedding-planning website, aired a number of ads on the channel including some that featured same-sex couples. The conservative group One Million Moms took issue with a particular ad that featured two brides (briefly) kissing and started a petition to have it removed. "The Hallmark Channel has always been known for its family-friendly movies. Even its commercials are usually safe for family viewing. But unfortunately, that is not the case anymore," the petition reads. "Recently, One Million Moms received concerns about Hallmark airing a commercial from Zola.com in which two lesbians are shown kissing at the end of their wedding ceremony. Similar concerns from regular viewers are posted on an online complaint board for the Hallmark Channel."
Initially Hallmark decided to pull four of the six ads from the Zola campaign. “The decision not to air overt public displays of affection in our sponsored advertisement, regardless of the participants, is in line with our current policy, which includes not featuring political advertisements, offensive language, R-rated movie content, and many other categories,” a Hallmark spokesman told the New York Times on Friday, December 13. However, one ad that featured a bride and groom kissing was not pulled.
The online backlash to this was swift.
Now Hallmark reps have announced that the network is reversing the decision. “We are truly sorry for the hurt and disappointment this has caused,” Hallmark CEO Mike Perry said in a statement. “Across our brand, we will continue to look for ways to be more inclusive and celebrate our differences.” He also said "Hallmark Channel will be reaching out to Zola to reestablish our partnership and reinstate the commercials."
“Hallmark is, and always has been, committed to diversity and inclusion—both in our workplace as well as the products and experiences we create," the statement continued. "It is never Hallmark’s intention to be divisive or generate controversy. We are an inclusive company and have a track record to prove it.”
Zola chief marketing officer Mike Chi released this statement to Entertainment Weekly in the wake of the apology: “We were deeply troubled when Hallmark rejected our commercials for featuring a lesbian couple celebrating their marriage, and are relieved to see that decision was reversed. We are humbled by everyone who showed support not only for Zola but for all the LGBTQ couples and families who express their love on their wedding day, and every day.”
GLAAD also put out a statement saying, "The Hallmark Channel’s decision to correct its mistake sends an important message to LGBTQ people and represents a major loss for fringe organizations, like One Million Moms, whose sole purpose is to hurt families like mine. LGBTQ people are, and will continue to be, a part of advertisements and family programming, and that will never change.”
Social media users were happy to see the about-face. Though many praised Hallmark for reversing the decision, it was still unfortunate that it took an Internet backlash to make it happen.
Originally Appeared on Glamour
