Hallmark finally apologises for pulling same-sex ads

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The chief executive of Hallmark Cards has apologised for its decision to withdraw television advertisements featuring same-sex couples.

The company's cable network pulled the ads for wedding registry and planning site Zola under pressure from the conservative group One Million Moms.

The decision drew criticism on social media and calls for a boycott.

Hallmark said it would reinstate the adverts and attempt to re-establish its partnership with Zola.


"We are truly sorry for the hurt and disappointment this has caused," Hallmark's president and chief executive Mike Perry said.

In a statement posted to its website, Hallmark said it would "be working with [advocacy group] Glaad to better represent the LGBTQ community across our portfolio of brands."

The original decision to withdraw the adverts drew criticism from a number of high-profile gay figures, including Democratic presidential contender Pete Buttigieg and talk show host Ellen DeGeneres.