Under pressure from a conservative advocacy group, the Hallmark Channel has pulled ads for a wedding-planning website that featured two brides kissing at the altar.
“The debate surrounding these commercials on all sides was distracting from the purpose of our network, which is to provide entertainment value,” said Molly Biwer, senior vice-president for public affairs and communications.
“The Hallmark brand is never going to be divisive. We don’t want to generate controversy, we’ve tried very hard to stay out of it … we just felt it was in the best interest of the brand to pull them and not continue to generate controversy.”
There was immediate criticism on Twitter. Ellen DeGeneres asked: “Isn’t it almost 2020? What are you thinking? Please explain. We’re all ears.”
Biwer confirmed that a conservative group, One Million Moms, part of the American Family Association, complained to Bill Abbott, chief executive of Crown Media Family Networks, Hallmark’s parent company.
A post on the group’s website said Abbott “reported the advertisement aired in error”. The group also wrote: “The call to our office gave us the opportunity to confirm the Hallmark Channel will continue to be a safe and family-friendly network.”
Zola, a wedding planning website, submitted six ads, four containing a lesbian couple. After Hallmark pulled those ads but not two featuring opposite-sex couples, Zola pulled its remaining ads, the company said.
“The only difference between the commercials that were flagged and the ones that were approved was that the commercials that did not meet Hallmark’s standards included a lesbian couple kissing,“ said Mike Chi, Zola’s chief marketing officer.
“Hallmark approved a commercial where a heterosexual couple kissed. All kisses, couples and marriages are equal celebrations of love and we will no longer be advertising on Hallmark.”
In one of the pulled ads, two brides stand at the altar and wonder if their wedding would be going more smoothly if they had used a wedding planning site like Zola. The ad ends with the two brides sharing a quick kiss on the altar.
The actor Sandra Bernhard, who played one of the first openly bisexual characters on network TV in Roseanne, also criticized Hallmark’s decision.
“All the groovy gay ladies I know won’t be watching your Christmas schlock,” she wrote on Twitter. “They’ll be out celebrating with their families, wives, children, friends on and on and getting married in chic ensembles. Didn’t you all get the memo? Family is all inclusive.”
Hallmark has appeared to be considering more same-sex themed content. Asked about the possibility of holiday movies based on same-sex relationships, Abbott was quoted in the Hollywood Reporter in mid-November as saying: “We’re open to really any type of movie of any type of relationship.”