UPDATE: Hallmark Channel Vows to ‘Reinstate’ Same-Sex Wedding Ads, Apologizes for ‘Wrong Decision’ [VIDEO]
The Hallmark Channel is walking back on its decision to pull multiple commercials featuring same-sex couples kissing at their weddings.
“The Crown Media team has been agonizing over this decision as we’ve seen the hurt it has unintentionally caused. Said simply, they believe this was the wrong decision,” said Mike Perry, President and CEO, Hallmark Cards, Inc., in a statement obtained by PEOPLE on Sunday evening.
“Our mission is rooted in helping all people connect, celebrate traditions, and be inspired to capture meaningful moments in their lives. Anything that detracts from this purpose is not who we are. We are truly sorry for the hurt and disappointment this has caused,” the statement continued.
Ads from wedding planning website Zola, which first appeared on the Hallmark Channel on Dec. 2 according to The New York Times, showed the couples — most of which are same-sex females — standing at the altar and wondering if their guests would have arrived on time and bought them better gifts had they used Zola. The couples eventually kiss while celebrated by their family and friends.
By Sunday evening, the company apologized for pulling the commercials of the same-sex couples, announcing that Hallmark will be working with GLAAD to “better represent the LGBTQ community across our portfolio of brands.”
Also, the company clarified: “Hallmark will be reaching out to Zola to reestablish our partnership and reinstate the commercials.”
In his statement, Perry concluded, “Across our brand, we will continue to look for ways to be more inclusive and celebrate our differences.”