Hardware retail giant Lowe's has pulled its commercials from all future episodes of TLC's reality TV show "All-American Muslim," the chain said this week.
The conservative Florida Family Association has been leading a campaign to get retailers to pull their advertisements from the show. On Tuesday, it posted an email from a Lowe's representative who said Lowe's will no longer be advertising during "All-American Muslim," which chronicles the lives of several Muslim-American families living in Dearborn, Mich.
"While we continue to advertise on various cable networks, including TLC, there are certain programs that do not meet Lowe's advertising guidelines, including the show you brought to our attention. Lowe's will no longer be advertising on that program," the Lowe's representative said.
In a post on its official Twitter feed Friday, Lowe's wrote in response to another tweet: "We did not pull our ads based solely on the complaints or emails of any one group. It is never our intent to alienate anyone."
A Lowe's spokeswoman later elaborated to the Hollywood Reporter, saying, "We understand the program raised concerns, complaints or issues from multiple sides of the viewer spectrum, which we found after doing research of news articles and blogs covering the show. We based our decision to pull the advertising on this research and after hearing the concerns we received through emails, calls, through social media and in news reports."
A TLC spokeswoman declined to comment to the Hollywood Reporter on the issue, but said, "There is strong advertising support for the show."
The Florida Family Association, which called the show "propaganda that riskily hides the Islamic agenda’s clear and present danger to American liberties and traditional values," has been encouraging supporters to email retailers whose commercials have aired during the show. The group claimed it has not seen this strong a response to any other issue in its 23 years of existence. You can view a list of the retailers it's targeting here.
Lowe's decision to pull its ads garnered several angry responses online: One Twitter user who goes by the name @LawyerAsif wrote: "your actions did alienate people and you knew it would. Will you next consider KKKs demands to pull ads from BET?"
Twitter user @Renstr81 wrote: "Racism is alive and strong in the 21st century. Won't be shopping here!"