US retailer Target has been praised for advertising depicting a gay male couple on their wedding day.

The ad, highlighting the company’s wedding gift registry service, shows a male couple holding hands. The taglines say: “That’s Love” and “Be Yourself. Together.”

According to The New Civil Rights Movement, the advert was shown in June, although it received little attention at the time.

Target has had something of a controversial record on gay rights.

During the mid-term elections in 2010, the retailer was the subject of protests by gay rights activists over a $150,000 donation towards the election of Republican Tom Emmer — who harbours anti-gay views — as Minnesota’s governor.

Last year, an exclusive deal between Target and Lady Gaga over the sales of her album, Born this Way, broke down over the company’s perceived anti-gay stance.

But this year, the company seems to be trying hard to mend relations with the gay community. Last month, it began selling greetings cards for gay couples and in May, the store began selling t-shirts with gay Pride logos – to the anger of anti-gay organisations.

The retailer, which is based in Minneapolis, Minnesota, sold the ‘Pride’ range of t-shirts on its website, with slogans such as ‘Love is Love’ and ‘Harmony’. It said it would donate all proceeds from the sales to the Family Equality Council, which campaigns for a marriage equality in the state.