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OTTAWA, February 26, 2014 (LifeSiteNews.com) – Canada’s state-owned broadcaster, CBC, aired a commercial during the Sochi Olympics by Bell Canada that included a brief clip of two men kissing.

The commercial was played on CBC during the closing ceremonies, which were held in the evening, Moscow time, or midday in Eastern Standard Time.

The ad is the only latest in a growing trend to feature depictions of homosexuality in programs airing while children are watching.

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Brian Rushfeldt, president of the Canada Family Action, told LifeSiteNews that Bell’s ad is “an underhanded and deceptive way of promoting the behavior. I have to assume Bell has bought into the deception that all behavior is normal and good.”

Similarly, Gwen Landolt, vice president of REAL Women of Canada, called the ad “propaganda,” and said that Bell is trying to change our culture.  “Bell should have known better” than to promote the homosexual lifestyle as “natural and normal,” she said.

In the summer, the Disney Channel made waves when it inserted a same-sex couple in its children’s show “Good Luck Charlie.”

The conservative organization One Million Moms objected, saying, “Disney should stick to entertaining instead of pushing an agenda. Families tuning in to watch a children's network may encounter a premature discussion on sexual orientation that is completely uncalled for.”

Though public opinion polls show increasing acceptance of homosexuality and same-sex “marriage” in the last decade, corporate endorsements of homosexuality have occasionally caused problems for companies. American retailer J.C. Penny saw a tumble in its sales coincident with an aggressive pro-homosexual commercial campaign, including homosexual-focused ads on Mothers and Fathers Day, which resulted in the replacement of its CEO in 2013.

CBC, the broadcaster of the ad, has been under fire many times for deviating from its mandate, wasting taxpayer money and for representing the views of only a certain segment of Canadians.