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

Just Posted

West Kootenay couple escapes Spain – safe, sound, and in self-isolation

BC couple Garrett Kucher and Tory Apostoliuk make it home after almost a week of lockdown in Spain

Hospital’s Chief of Staff asks residents for help containing COVID-19

Invermere & District Hospital Chief of Staff says COVID-19 cases here, caution and care needed

Social media a blessing and a curse during time of crisis: B.C. communication expert

‘In moments of crisis, fear is very real and palpable,’ says SFU’s Peter Chow-White

Interior Health officials outline pandemic response in virtual town hall

Kelowna-Lake County MLA Norm Letnick moderates digital discussion, Q&A with Interior Health leadership

MP Morrison touts non-partisan effort to provide relief amid COVID-19 pandemic

The federal government has announced a slew of economic initiatives for those impacted by the pandemic

Canada expands 75% wage subsidy to COVID-19 affected businesses of all sizes: Trudeau

Program will provide up to $847 per week for each worker

Canadian ferry operators call for inclusion in COVID-19 travel restrictions

Domestic travel restrictions should include ferries, operators say

Canadian COVID-19 update: Cases spike in Quebec & Ontario; Nine O’Clock Gun salutes health workers

Comprehensive Canadian news update as of 12:30 p.m., Monday, March 30.

Cruise ships, one with COVID-19 on board, carry Canadians covertly through Panama Canal

Zaandam, Rotterdam pass through canal under cover of darkness in face of local protests

’The energy sector is destroyed beyond repair’: expert on COVID-19’s impact on economy

‘That’s never been heard of before; no one sells oil for $4 a barrel.’ – Dan McTeague

LifeLabs reducing public hours as it assists with COVID-19 testing

Coronavirus tests not done at B.C. patient centres, referrals only

24,000 Canadian Forces members ready for COVID-19 response: Defence Minister

No direct requests made by premiers yet, national defence minister says

IN DEPTH: How B.C. emptied its hospitals to prepare for COVID-19

Thousands of beds have been freed up, but patients and seniors have had to sacrifice

Kootenay Meadows Farm experiencing shortage of glass milk bottles

Some grocery stores have stopped accepting bottle returns amid COVID-19 concerns

Most Read