Hallmark Channel Will Reinstate Ad Featuring Same-Sex Couple

Hallmark Channel Will Reinstate Ads Featuring Same-Sex Couple


Hallmark will bring back the Zola ad it pulled from airing, and promises to do better with LGBTQ+ representation

Over the weekend, Hallmark pulled a series of controversial ads, keeping them from airing on the network. The ads were for wedding planning service Zola, and what made them so “controversial” is that they featured a pair of brides kissing on their wedding day.

A conservative group called One Million Moms petitioned Hallmark, and the company caved to that pressure and removed the ads. But now, several days later, the network is backtracking on that decision and will reinstate the ads so they can air again.

“The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused,” Hallmark CEO Mike Perry said in a statement the network released on Sunday night. “Said simply, they believe this was the wrong decision.”

Perry continued, “Hallmark will be working with GLAAD [Gay & Lesbian Alliance Against Defamation] to better represent the LGBTQ community across our portfolio of brands. The Hallmark Channel will be reaching out to Zola to reestablish our partnership and reinstate the commercials.”

Perry’s statement also acted as an apology for the harm that Hallmark did by pulling those ads.

“Our mission is rooted in helping all people connect, celebrate traditions, and be inspired to capture meaningful moments in their lives,” he said. “Anything that detracts from this purpose is not who we are. We are truly sorry for the hurt and disappointment this has caused.”

Reactions to Hallmark’s decision have been largely supportive, though some people are still less than thrilled the network caved to pressure to remove the ads in the first place.