Hallmarks excuse: US broadcaster wants to broadcast commercials with a lesbian couple

The Hallmark Channel has revised its decision to ban commercials for wedding planners with lesbian couples from the program. "Through all of our brands, we will continue to look for ways to be more inclusive and celebrate the differences," quotes Variety magazine, Mike Perry, head of Hallmark Cards, which includes the Hallmark Channel. He admitted that the withdrawal of advertising had resulted in "injuries and disappointments" and apologized for this "wrong decision".

Under pressure from the conservative organization One Million Moms, the pay TV broadcaster had stopped broadcasting four out of a total of six spots for wedding planning providers Zola last week. Two spots that only showed heterosexual bridal couples should continue to be broadcast during the Christmas season, which is so important for the broadcaster. After the broadcaster's decision, Zola completely waived the broadcast, the advertiser said. Hallmark has now announced that the broadcaster is going to Zola to resume the partnership and show the spots. According to information from CNN, Zola plans to consider working with Hallmark again.

Last week, the broadcaster pointed out that the discussion about the spot distracted from Hallmark Channel's goal of producing entertainment. "The Hallmark brand should never divide. We do not want to create controversy, we try very hard to stay away from it," said a Hallmark spokeswoman.

Violent criticism

One Million Moms had personally spoken to the CEO of the Crown Media family, Bill Abbot, about the advertising and asked to be exiled. On their homepage, the organization presented the content of the conversation in such a way that Abbot described the broadcast as a mistake.

There had been fierce criticism. The actress Sandra Bernhard, who played in one of the spots, ridiculed the station on Twitter. "All the cool lesbian ladies I know won't see your Christmas face," she wrote. "Haven't you noticed? Family includes everyone." Talkmaster and comedian Ellen DeGeneres turned to the Hallmark Channel via Twitter: "Don't we have almost 2020? What do you think? Please explain that. We're all ears."