Hundreds of Mississippi shops and businesses are protesting against the state’s new ‘religious freedom’ law, with window stickers assuring customers they would never use it to refuse them service.

Last week, the State’s Governor Phil Bryant signed into law a provision which allows shops to discriminate against gay people on the grounds of religion.

The bill prevents authorities from placing a “burden” on the right to “a person’s right to the exercise of religion”, after cases where businesses have refused to serve gay people.

The window stickers are provided free of charge by Equality Mississippi to businesses who pledge: “We don’t discriminate – If you’re buying, we’re selling!”

Benson Hill, president of the Equality Mississippi Foundation, said: “Through this program, customers will know which companies are dedicated to providing their goods and services to all, without discrimination of any kind.”

“Hundreds of companies across Mississippi have already signed up to display the new stickers in their window.”

A study conducted by the New York Times last year, before the new law was introduced, named Mississippi the least tolerant state.