The US retailer, JC Penney (JCP), is under fire from the anti-gay group, One Million Moms, for the second time this year, after the retailer released a pro-gay ad featuring a lesbian couple with a child.

Just four months ago, JCP hired lesbian comedienne Ellen Degeneres to be the company spokesperson, prompting an outrage from One Million Moms (OMM), which is a division of the American Family Association.

Back then, it released a statement saying: “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.”

But, almost 22,500 people signed a GLAAD-initiated petition to thank the retailer for its pro-gay stance.

Now, JCB’s ad has a happy female couple in its May catalogue, with the title “Freedom of Expression” as its prominent headline. The ad also unequivocally states beneath the picture: “Wendi, daughters Raven and Clover, and partner Maggie.” As OMM itself notes, the women are wearing wedding bands in the picture.

The anti-gay group urges people to contact them and ask them to “remain neutral in the cultural war,” and to do so with ‘kindness’. OMM had also fought against Urban Outfitters for a lesbian kiss featured in their campaign.

However, JC Penney was quick to defend itself in an e-mail statement: “We want to be a store for all Americans. In celebration of Mother’s Day, we’re proud that our May book honors women from diverse backgrounds who all share the heartwarming experience of motherhood.”