One Million Moms, a project of the American Family Association, called upon JC Penney this week to fire Ellen DeGeneres, the retailer's new spokeswoman, because she is gay.
The One Million Moms' web site stated: "Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families."
"DeGeneres is not a true representation of the type of families that shop at their store. The majority of JC Penney shoppers will be offended and choose to no longer shop there."
One Million Moms wants people to call JC Penney and tell the company "to replace Ellen DeGeneres as their new spokesperson immediately and remain neutral in the culture war."
However, the Gay and Lesbian Alliance Against Discrimination has launched a 'Stand Up for Ellen' website.
Within 17 hours, more than 10,000 people signed an online petition supporting DeGeneres and JC Penney's choice. An unscientific poll in the Los Angeles Times showed that 96 percent of readers support DeGeneres, who happens to be a former JC Penney sales clerk.