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Hallmark Channel pulls, then reinstates ads featuring kiss between lesbian brides

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Image courtesy of Zola

At the end of a tumultuous week for The Hallmark Channel, the pay television network has announced it would reverse its decision to pull several ads featuring a same-sex kiss.

The controversial commercials were among a series of six ads for Zola, a wedding planning website, which had been airing on the Hallmark Channel since Dec. 2. In all of the ads, couples standing at the altar for their wedding wonder if guests might have arrived on time and bought them better gifts if they had used Zola to create a custom wedding website. Most of the ads include a same-sex couple; while only one focused specifically on the lesbian brides, the two women were shown kissing in several of them.

According to the New York Times, the ads which featured same-sex kissing were pulled after the channel deemed their content “controversial.” The decision was made by executives at the network after the anti-LGBTQ hate group, “One Million Moms,” published a petition urging Hallmark to “please reconsider airing commercials with same-sex couples.”

One Million Moms is a division of the conservative American Family Association, an organization that defines its mission as the “fight against indecency,” and which has been listed by the Southern Poverty Law Center as a hate group for the “propagation of known falsehoods” and the use of “demonizing propaganda” against LGBTQ people.

Following the posting of the petition, anti-LGBTQ comments began to flood Hallmark’s online message board, such as one from an unnamed user who said, “Why would you show a lesbian wedding commercial on the Hallmark Channel? Hallmark movies are family friendly, and you ruined it with the commercial.”

On Thursday, Hallmark notified Zola via email that it was pulling four of the ads – the ones featuring a kiss between the two women – because the channel is “not allowed to accept creatives that are deemed controversial,” according to an account representative from the television network.

On Friday, a Hallmark Channel spokesman implied in a statement that “overt public displays of affection… regardless of the participants,” was against the network’s current policy. However, later that evening, Hallmark’s parent company, Crown Media Family Networks, issued a statement saying, “The debate surrounding these commercials on all sides was distracting from the purpose of our network, which is to provide entertainment value.”

The response from Zola was one of both surprise and skepticism. The company’s chief marketing officer, Mike Chi, commented that Zola had previously run ads featuring same-sex couples on the channel without incident. He also observed that the ads including kisses between same-sex couples were allowed to remain on the air.

Chi pointed out, “The only difference between the commercials that were flagged and the ones that were approved was that the commercials that did not meet Hallmark’s standards included a lesbian couple kissing. Hallmark approved a commercial where a heterosexual couple kissed. All kisses, couples and marriages are equal celebrations of love and we will no longer be advertising on Hallmark.”

Outcry was swift from the LGBTQ community and its advocates.

In a statement from GLAAD, president and CEO Sarah Kate Ellis said “The Hallmark Channel’s decision to remove LGBTQ families in such a blatant way is discriminatory and especially hypocritical coming from a network that claims to present family programming and also recently stated they are ‘open’ to LGBTQ holiday movies. As so many other TV and cable networks showcase, LGBTQ families are part of family programming. Advertisers on The Hallmark Channel should see this news and question whether they want to be associated with a network that chooses to bow to fringe anti-LGBTQ activist groups, which solely exist to harm LGBTQ families.”

In addition, GLAAD created a petition calling on the network to reinstate the ads.

Pro-LGBTQ voices also took to social media. The hashtags #boycotthallmark and #BoycottHallmarkChannel trended on Twitter over the weekend, with one commenter including a graphic featuring the word “Homophobic” using the same font and crown design used by Hallmark in its own branding.

Then, on Sunday afternoon, Hallmark president and CEO Mike Perry issued a new statement, saying, “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,”

The statement goes on to stress Hallmark’s commitment to “diversity and inclusion,” saying it has “the track record to prove it” and citing its publication of LGBTQ greeting cards, previous commercials featuring same-sex couples, and recognition it has received from HRC and Forbes for its inclusive business practices. It also announces the company’s plan to work with GLAAD on how “to better represent the LGBTQ community,” as well as its intention to reinstate the commercials from Zola.

Shortly afterward, GLAAD issued a statement, with Ellis saying, “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. GLAAD exists to hold brands like The Hallmark Channel accountable when they make discriminatory decisions and to proactively ensure families of all kinds are represented in fair and accurate ways.”

Speaking on CNN immediately after Hallmark’s announcement was released, Ellis confirmed Perry’s statement that Hallmark and GLAAD would be working together, saying, “We’re talking with them, we’ve been talking with them all weekend, because they want to do the right thing, and I think that the quick decision was the right thing. And now we have to watch and see what they do in the future.”

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PHOTOS: Queen of Hearts

Bev crowned winner of 44th annual pageant at The Lodge

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Bev is crowned Queen of Hearts 2026 at The Lodge in Boonsboro, Md. (Washington Blade photo by Michael Key)

The 44th annual Queen of Hearts pageant was held at The Lodge in Boonsboro, Md. on Friday, Feb. 20. Six contestants vied for the title and Bev was crowned the winner.

(Washington Blade photos by Michael Key)

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Books

New book profiles LGBTQ Ukrainians, documents war experiences

Tuesday marks four years since Russia attacked Ukraine

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Artur Ozerov, a drag queen who performs as AuRa and works for the Kyiv City Military Administration, prepares to perform at a nightclub in Kyiv, Ukraine, on Dec. 10, 2022. Ozeroy is among the LGBTQ Ukrainians profiled in J. Lester Feder's new book, 'The Queer Face of War: Portraits and Stories from Ukraine' (Photo by J. Lester Feder, courtesy of Outright International)

Journalist J. Lester Feder’s new book profiles LGBTQ Ukrainians and their experiences during Russia’s war against their country.

Feder for “The Queer Face of War: Portraits and Stories from Ukraine” interviewed and photographed LGBTQ Ukrainians in Kyiv, the country’s capital, and in other cities. They include Olena Hloba, the co-founder of Tergo, a support group for parents and friends of LGBTQ Ukrainians, who fled her home in the Kyiv suburb of Bucha shortly after Russia launched its war on Feb. 24, 2022.

Russian soldiers killed civilians as they withdrew from Bucha. Videos and photographs that emerged from the Kyiv suburb showed dead bodies with their hands tied behind their back and other signs of torture.

Olena Hloba (Photo by J. Lester Feder, courtesy of Outright International)

Olena Shevchenko, chair of Insight, a Ukrainian LGBTQ rights group, wrote the book’s forward.

Olena Shevchenko, leader of Insight, poses for a portrait, in Kyiv, Ukraine, on Sept. 8, 2025. (Washington Blade photo by Caroline Gutman)

The book also profiles Viktor Pylypenko, a gay man who the Ukrainian military assigned to the 72nd Mechanized Black Cossack Brigade after the war began. Feder writes Pylypenko’s unit “was deployed to some of the fiercest and most important battles of the war.”

“The brigade was pivotal to beating Russian forces back from Kyiv in their initial attempt to take the capital, helping them liberate territory near Kharkiv and defending the front lines in Donbas,” wrote Feder.

Pylypenko spent two years fighting “on Ukraine’s most dangerous battlefields, serving primarily as a medic.”

“At times he felt he was living in a horror movie, watching tank shells tear his fellow soldiers apart before his eyes,” wrote Feder. “He held many men as they took their final breaths. Of the roughly one hundred who entered the unit with him, only six remained when he was discharged in 2024. He didn’t leave by choice: he went home to take care of his father, who had suffered a stroke.”

Feder notes one of Pylypenko’s former commanders attacked him online when he came out. Pylypenko said another commander defended him.

Feder also profiled Diana and Oleksii Polukhin, two residents of Kherson, a port city in southern Ukraine that is near the mouth of the Dnieper River.

Ukrainian forces regained control of Kherson in November 2022, nine months after Russia occupied it.

Diana, a cigarette vender, and Polukhin told Feder that Russian forces demanded they disclose the names of other LGBTQ Ukrainians in Kherson. Russian forces also tortured Diana and Polukhin while in their custody.

Polukhim is the first LGBTQ victim of Russian persecution to report their case to Ukrainian prosecutors.

Oleksii Polukhin (Photo by J. Lester Feder)

Feder, who is of Ukrainian descent, first visited Ukraine in 2013 when he wrote for BuzzFeed.

He was Outright International’s Senior Fellow for Emergency Research from 2021-2023. Feder last traveled to Ukraine in December 2024.

Feder spoke about his book at Politics and Prose at the Wharf in Southwest D.C. on Feb. 6. The Washington Blade spoke with Feder on Feb. 20.

Feder told the Blade he began to work on the book when he was at Outright International and working with humanitarian groups on how to better serve LGBTQ Ukrainians. Feder said military service requirements, a lack of access to hormone therapy and documents that accurately reflect a person’s gender identity and LGBTQ-friendly shelters are among the myriad challenges that LGBTQ Ukrainians have faced since the war began.

“All of these were components of a queer experience of war that was not well documented, and we had never seen in one place, especially with photos,” he told the Blade. “I felt really called to do that, not only because of what was happening in Ukraine, but also as a way to bring to the surface issues that we’d had seen in Iraq and Syria and Afghanistan.”

J. Lester Feder (Photo by J. Lester Feder)

Feder also spoke with the Blade about the war’s geopolitical implications.

Russian President Vladimir Putin in 2013 signed a law that bans the “promotion of homosexuality” to minors.

The 2014 Winter Olympics took place in Sochi, a Russian resort city on the Black Sea. Russia annexed Crimea from Ukraine a few weeks after the games ended.

Russia’s anti-LGBTQ crackdown has continued over the last decade.

The Russian Supreme Court in 2023 ruled the “international LGBT movement” is an extremist organization and banned it. The Russian Justice Ministry last month designated ILGA World, a global LGBTQ and intersex rights group, as an “undesirable” organization.

Ukraine, meanwhile, has sought to align itself with Europe.

Ukrainian President Volodymyr Zelenskyy after a 2021 meeting with then-President Joe Biden at the White House said his country would continue to fight discrimination based on sexual orientation and gender identity. (Zelenskyy’s relationship with the U.S. has grown more tense since the Trump-Vance administration took office.) Zelenskyy in 2022 publicly backed civil partnerships for same-sex couples.

Then-Ukrainian Ambassador to the U.S. Oksana Markarova in 2023 applauded Kyiv Pride and other LGBTQ and intersex rights groups in her country when she spoke at a photo exhibit at Ukraine House in D.C. that highlighted LGBTQ and intersex soldiers. Then-Kyiv Pride Executive Director Lenny Emson, who Feder profiles in his book, was among those who attended the event.  

“Thank you for everything you do in Kyiv, and thank you for everything that you do in order to fight the discrimination that still is somewhere in Ukraine,” said Markarova. “Not everything is perfect yet, but you know, I think we are moving in the right direction. And we together will not only fight the external enemy, but also will see equality.”

Feder in response to the Blade’s question about why he decided to write his book said he “didn’t feel” the “significance of Russia’s war against Ukraine” for LGBTQ people around the world “was fully understood.”

“This was an opportunity to tell that big story,” he said.

“The crackdown on LGBT rights inside Russia was essentially a laboratory for a strategy of attacking democratic values by attacking queer rights and it was one as Ukraine was getting closet to Europe back in 2013, 2014,” he added. “It was a strategy they were using as part of their foreign policy, and it was one they were using not only in Ukraine over the past decade, but around the world.”

Feder said Republicans are using “that same strategy to attack queer people, to attack democracy itself.”

“I felt like it was important that Americans understand that history,” he said.

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Sports

More than a dozen LGBTQ athletes medal at Olympics

Milan Cortina games ended Sunday

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Gay French ice dancer Guillaume Cizeron, left, is among the LGBTQ athletes who medaled at the Milan Cortina Winter Olympics that ended on Feb. 22, 2026. (Screenshot via NBC Sports/YouTube)

More than a dozen LGBTQ athletes won medals at the Milan Cortina Winter Olympics that ended on Sunday.

Cayla Barnes, Hilary Knight, and Alex Carpenter are LGBTQ members of the U.S. women’s hockey team that won a gold medal after they defeated Canada in overtime. Knight the day before the Feb. 19 match proposed to her girlfriend, Brittany Bowe, an Olympic speed skater.

French ice dancer Guillaume Cizeron, who is gay, and his partner Laurence Fournier Beaudry won gold. American alpine skier Breezy Johnson, who is bisexual, won gold in the women’s downhill. Amber Glenn, who identifies as bisexual and pansexual, was part of the American figure skating team that won gold in the team event.

Swiss freestyle skier Mathilde Gremaud, who is in a relationship with Vali Höll, an Austrian mountain biker, won gold in women’s freeski slopestyle.

Bruce Mouat, who is the captain of the British curling team that won a silver medal, is gay. Six members of the Canadian women’s hockey team — Emily Clark, Erin Ambrose, Emerance Maschmeyer, Brianne Jenner, Laura Stacey, and Marie-Philip Poulin — that won silver are LGBTQ.

Swedish freestyle skier Sandra Naeslund, who is a lesbian, won a bronze medal in ski cross.

Belgian speed skater Tineke den Dulk, who is bisexual, was part of her country’s mixed 2000-meter relay that won bronze. Canadian ice dancer Paul Poirier, who is gay, and his partner, Piper Gilles, won bronze.

Laura Zimmermann, who is queer, is a member of the Swiss women’s hockey team that won bronze when they defeated Sweden.

Outsports.com notes all of the LGBTQ Olympians who competed at the games and who medaled.

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