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

Zoning changes on deck at city hall are ready for review

‘Let’s Talk Zoning’ session for the public is Tuesday, February 11, at Evergreen Hall

Chilliwack population growth among the fastest in B.C.

City surpasses Victoria for 13th largest city in province

Human rights complaint against Chilliwack non-profit withdrawn

Human Rights Tribunal no longer has hearing scheduled for former PEARL Life Renewal Society employee

Options are key at Klyn Kitchens and Cabinets in downtown Chilliwack

Formerly based out of his home in Rosedale, Martin Klyn moved his cabinetry business to Alexander

How would crowded Fraser Valley hospitals deal with patient surge? Officials won’t say

Amid coronavirus case and crowding issues, health officials won’t say where more patients would go

VIDEO: Chilliwack arson victim lights up rural property like a runway

Chris Thompson had enough after twice having barns torched in suspicious circumstances

Party bus door fault for years ahead of Langley woman’s death: Coroner

Tuesday report classifed Chelsea James’ death accidental, but was critical of bus inspection process

Sap thief taps Saanich park maple trees, faces hefty fine

One tree found with four taps in Mount Doug Park

B.C. reports first coronavirus in Vancouver region

First patient visited Wuhan, China, reported symptoms

Uber threatens legal action to ‘defend its right’ to operate in Surrey

‘I have no concerns,’ Mayor Doug McCallum replies

Victoria resident says WestJet employee uttered racist comment, refused to let her on plane

Customer claims she was told ‘You guys can’t handle your alcohol’ by WestJet employee

Bystander who tried to help dog being attacked not liable for its death: B.C. tribunal

Owner of dog killed tried to get $5,000 in damages from man who tried to save it

INFOGRAPHIC: See how fast your B.C. city grew in 2019

The province’s fastest-growing municipalities were located on Vancouver Island

Landowner hearings begin for Trans Mountain expansion in Alberta

Detailed route talks start in Spruce Grove, in B.C. communities soon

Most Read