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

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

Adrienne Rogers (LPN) and Tracy McConnell (RN) on the Victoria Hospice Unit. (Photo courtesy of Victoria Hospice)
Victoria Hospice bereavement counsellors dealing with a tsunami of grief

Last year, Victoria Hospice provided end-of-life care to more than 1,000 people

Paddles sit stacked and ready at a rowing regatta on Elk Lake in 2018. (Black Press Media file photo)
Greater Victoria junior girls rowing team nabs first in national Row to Tokyo challenge

Young Victoria City Rowing Club members row more than 2,250 km

Habitat Acquisition Trust has received provincial funding to help restore Garry oak ecosystems on southern Vancouver Island. (Photo by Jeremy da Silva)
Funding boosts restoration efforts for Vancouver Island’s Garry oak ecosystems

Habitat Acquisition Trust will take on several Garry oak ecosystem restoration projects

A Nexii roof panel is lifted during construction of a Starbucks in Abbotsford. Alexzi Building Solutions will be building a manufacturing plant in Langford or North Cowichan to produce the sustainable construction panels. (Photo courtesy of Alexzi Building Solutions)
Langford eyed for facility to make green building alternative to concrete

Langford, North Cowichan possible sites for plant to create sustainable construction panels

(The Canadian Press)
Trudeau won’t say whether Canada supports patent waiver for COVID-19 vaccines

‘Canada is at the table to help find a solution’

Edmonton Oilers’ Connor McDavid (97) celebrates his 100th point this season with Leon Draisaitl (29) against the Vancouver Canucks during second period NHL action in Edmonton on Saturday, May 8, 2021.THE CANADIAN PRESS/Jason Franson
Edmonton superstar McDavid hits 100-point mark as Oilers edge Canucks 4-3

NHL scoring leader needs just 53 games to reach century mark

Nuns of Mother Teresa’s Missionaries of Charity, carry some of her relics during a vigil of prayer in preparation for the canonization of Mother Teresa in the St. John in Latheran Basilica at the Vatican, Friday, Sept. 2, 2016. In which city did she do much of her charitable work? (AP Photo/Gregorio Borgia)
QUIZ: How much do you know about these motherhood issues?

In honour of Mother’s Day, take this 10-question quiz

A map showing where the most number of cases were recorded from April 23 to 29. This map, revealing a breakdown of infections by neighborhood, was pulled from a data package leaked to the Vancouver Sun last week (and independently verified).
36 Abbotsford schools flagged for COVID-19 exposures in the last 2 weeks, shattering record

Clearbrook Elementary recorded an ‘exposure’ on all 11 school days

Island Health has confirmed COVID-19 exposures at Ecole des Deux Mondes in Campbell River on May 4 and 5, and at Mill Bay Nature School in Mill Bay on April 28, 29, 30 and May 3. (Metro Creative photo)
Two new COVID-19 school exposures confirmed by Island Health

Health authority contacting anyone exposed at Ecole des Deux Mondes, Mill Bay Nature School

Canada’s chief public health officer is reminding Canadians even those who are fully vaccinated are not immune from transmitting the COVID-19. THE CANADIAN PRESS/Adrian Wyld
Canada’s top doctor warns full vaccination does not equal full protection from COVID-19

Post-inoculation, Theresa Tam says the risk of asymptomatic infection and transmission is far lower but not obsolete

The dash cam footage, taken May 7 at 8:18 a.m. belonged to the driver of a southbound vehicle that recently travelled out of the tunnel. (Reddit/Screen grab)
VIDEO: Dash cam captures dramatic rollover crash on Highway 99

Only one person sustained injuries from the collision, says B.C. Ambulance Services

Chevy stranded on a ledge above a rocky canyon at Mimi Falls near Logan Lake, April 28, 2021. (Photo credit: Margot Wikjord)
Police officer and fire chief team up in risky rescue of stranded dog near Logan Lake

Chevy, a rescue dog, needed rescuing again after getting stuck on a ledge above rocky canyon

Most Read