Long story short — Hallmark Channel was airing six Zola ads, with most featuring a same-sex couple along with heterosexual couples; one ad just featured a lesbian couple getting married and showed them kiss.
There were protests, including from One Million Moms, which petitioned Hallmark to stop airing LGBTQ-related content.
Hallmark responded by continuing to air Zola commercials, but not the four that included a same-sex wedding.
That led to Zola pulling all of its ads and #BoycottHallmark turning into a trending topic.