This image, made from undated video, shows a scene of a Zola advertisement. (Zola via AP)

In reversal, Hallmark Channel to reinstate same-sex marriage ads

One of the two ads that was pulled showed two brides sharing a quick kiss

The Hallmark Channel, reversing what it called a “wrong decision,” said Sunday it will reinstate commercials featuring same-sex couples that it had pulled following a complaint from a conservative group.

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 launched a storm of protest. Celebrities like Ellen DeGeneres and William Shatner criticized the move and the hashtag #BoycottHallmarkChannel was trending on Twitter at one point.

“The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused,” said a statement issued Sunday evening by Hallmark Cards CEO Mike Perry. “Said simply, they believe this was the wrong decision. … We are truly sorry for the hurt and disappointment this has caused.”

Zola, the wedding planning site that made the ads, said it was relieved that the decision to pull them had been reversed. In an email to The Associated Press, the company said it would be in touch with Hallmark “regarding a potential return to advertising.”

The controversy erupted during one of the Hallmark Channel’s busiest seasons, when its slate of holiday programming turns it into one of television’s most-watched networks. Between Dec. 2-8, Hallmark was the No. 3 network in prime-time viewership, behind Fox News and ESPN.

The LGBT advocacy group GLAAD also expressed relief at the reversal. Its president and CEO, Sarah Kate Ellis, said Hallmark’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.”

It was a complaint by One Million Moms, part of the American Family Association, that had led to the initial decision to pull the the Zola ads. A post on the group’s website Saturday said that Crown Media CEO Bill Abbott had spoken by telephone with the group and “reported the advertisement aired in error.” It also said: “The call to our office gave us the opportunity to confirm the Hallmark Channel will continue to be a safe and family-friendly network.” The group had not commented on the reversal as of late Sunday night.

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 withdrew its remaining ads.

READ MORE: Lori Loughlin loses roles on B.C.-based Hallmark films in wake of U.S. college scandal

Molly Biwer, senior vice-president for public affairs at Hallmark, said in an interview Sunday night that from the time the initial decision had been made, “Crown Media had been in agony over the hurt that this had caused. Hallmark has an unwavering commitment to diversity and inclusion.”

In one of the pulled ads, two brides stand at the altar and wonder aloud whether their wedding would be going more smoothly if they had used a planning site like Zola. The lighthearted ad ends with the just-married couple sharing a quick kiss.

Jocelyn Noveck, The Associated Press

Like us on Facebook and follow us on Twitter

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

‘It’s job No. 1 right now’: B.C.’s Harmac Pacific providing pulp for critical medical supplies

Bryan Reid Sr. of Williams Lake said they received a call of thanks from Canada’s Chrystia Freeland

Clearwater Famers Market looking for help

“The Farmers Market and the North Thompson (Valley) need more local food.”

B.C. firefighters only responding to most life-threatening calls during COVID-19 pandemic

The directive comes after province spoke with paramedics, fire services, according to top doctor

‘An extra $220 every 90 days’: B.C. patients pay more dispensing fees due to prescription limits

Kelowna woman says it’s outrageous to charge for refills every 30 days

Rainer Meat Cutting continues family tradition

Finding a new role in the days of COVID-19

COVID-19: 4 new deaths, 25 new cases but only in Vancouver Coastal, Fraser Health

A total of 1,291 people have tested positive for the novel coronavirus

B.C. secures motel, hotel rooms for COVID-19 shelter space

Community centres, rooms reserved for pandemic self-isolation

Sanders drops 2020 bid, leaving Biden as likely nominee

Sanders plans to talk to his supporters later Wednesday

B.C. faith leaders, Horgan discuss need for virtual religious ceremonies

Leaders were open to providing other ways to celebrate during the pandemic

Emergency COVID-19 funding now available for children with special needs

Funding to be used to help support families through uncertain times of pandemic

Revenue dip needed to qualify for wage subsidy drops to 15% in March: Trudeau

Wage subsidy would over 75% of each employee’s salary for qualifying businesses

B.C. closes all provincial parks for COVID-19 protection

Easter weekend approaches, camping already closed

Air Canada says it will apply for wage subsidy to rehire workers after cutting 16,500 jobs

Air Canada said March revenues fell by more than 30 per cent year over year

Most Read