The move was in direct conflict with their recent announcement to feature LGBT-inclusive holiday programming.
The holidays aren't being kind to the Hallmark Channel as they have recently dealt with some public scrutiny upon pulling an ad featuring a same-sex kiss. It all happened late last week when during their annual block of holiday programming they ran a Zola commercial in which two women lovingly kiss each other.
"The kisses violated the channel’s policies for its 'public displays of affection,'" one spokesman for the channel said to the New York Times. They failed to explain why straight couples kissing was still okay.
The expulsion pleased the anti-LGBT organization One Million Moms (OMM), "Why would you show a lesbian wedding commercial on the Hallmark Channel? Hallmark movies are family friendly, and you ruined it with the commercial," the organization posted on its website.
But despite OMM's disapproval Hallmark says it is sorry for pulling the ad and through guidance from the Human Rights Campaign (HRC) and GLAAD will put it back into rotation.
The channel, known for its holiday rom-coms, was recently praised by LGBT groups for saying they were open to the idea of including gay storylines into their holiday romance productions.
Hallmark back-pedaled over the weekend and apologized for their actions in removing the lesbian wedding advert.
“Earlier this week, a decision was made at Crown Media Family Networks to remove commercials featuring a same sex couple,” Mike Perry, President and CEO of Hallmark Cards, Inc. wrote in a statement posted to Twitter, saying that they will be working with GLAAD. “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.”
“We are truly sorry for the hurt and disappointment this has caused.”
GLAAD president and CEO Sarah Kate Ellis said in a statement, "The Hallmark Channel'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. LGBTQ people are, and will continue to be a part of advertisements and family programming and that will never change."
People have also chided the Hallmark brand online for its lack of diversity when it comes to casting leads for their Christmas movies. One meme circulating through social media shows a lineup of their holiday movie posters, all without people of color.