UPDATE 12/16/19, 2:30pm PST: In the time following this article being published, the Hallmark Channel has since apologized for pulling the ad and stated they would be contacting Zola to “re-establish our partnership and reinstate the commercials.” Hallmark will also be working with GLAAD “to better represent the L.G.B.T.Q. community across our portfolio of brands.” The following article contains the details that led to the backlash against Hallmark, informing Hallmark’s current decision:

12/15/19, 1:45pm PST: The Hallmark Channel is currently facing criticism regarding an ad the channel airing featuring a lesbian couple. Both pro and anti-LGBT groups have expressed their disapproval with Hallmark’s handling of the situation.

The events began with Hallmark airing an ad for the wedding registry company Zola.com on December 2nd. The ad features two women exchanging vows and kissing in celebration. The conservative group One Million Moms, which is a division of the fundamentalist Protestant group American Family Association, created a petition demanding that Hallmark remove the ad from their channel. The petition claimed that the ads were not “family friendly,” and included the statement “we are fed up with having the gay agenda crammed down our throats!”

Hallmark eventually consented to the group’s demands and took down the ad, though spokesman for Hallmark claimed that the ad was removed due to the “public display of affection” in the ad rather than the same-sex relationship. A nearly identical ad featuring a bride and groom kissing was not removed from the channel.

This isn’t the first time the Hallmark Channel has come under fire for its social practices. Just recently, the network was accused of creating culturally ignorant Hanukkah films, with its two new releases Double Holiday and Holiday Date being criticized for containing offensive Jewish stereotypes.

Zola gave a statement regarding the removed ad, confirming that they still “stand behind this commercial 150%.” “We want all couples to feel welcomed and celebrated,” the company stated, “and we will always feature all kinds of love in our marketing.” 

GLAAD President and CEO Sarah Kate Ellis also gave a statement regarding the Zola ad. “The Hallmark Channel’s decision to remove LGBTQ families in such a blatant way is discriminatory and especially hypocritical coming from a network that claims to present family programming and also recently stated they are ‘open’ to LGBTQ holiday movies,” Ellis said.

The controversy surrounding the Zola ad resulted in the hashtag #BoycottHallmark trending on Saturday evening. You can view the ad in question below.