James Cash Penney (1875–1971) began his career in retail management when he opened The Golden Rule store in 1902. Penney built his company based on the premise that business is “as much religious as it is secular.” If we love God first, everything else will fall into place. The issue of homosexuality is a love-God-first premise. The Bible is clear that homosexuality is a sin. There’s no getting around it.

The Golden Rule is based on loving God first and following with loving one’s neighbor. How do we show love for God?: By keeping His commandments (1 John 2:3; 5:3). How do we love our neighbor?: By applying God’s commandments (Rom. 13:8–10).  Sanctioning – accepting – homosexuality is not showing love to our neighbor.

The catalog ad of two homosexual men with children is designed to create images of normalcy to the ‘gay’ lifestyle. The children in the ad were not conceived by the sexual union of the two men. How, then, can homosexuality be on equal footing – both morally and biologically – with heterosexuality? It can’t. And why show the domestic side of homosexuality rather than a ‘Gay Pride’ parade?

The following article is from LifeSiteNews:

After commemorating Mother’s Day with an ad featuring two lesbians, JC Penney is releasing a Father’s Day ad depicting two gay men and their children.

The recent ad, published in their June catalog, states that a father is a “swim coach, tent maker, best friend, bike fixer and hug giver – all rolled into one. Or two.”

Below the picture of a smiling homosexual couple playing with a little boy and girl, the ad reads: “Real-life dads, Todd Koch and Cooper Smith with their children Claire and Mason.”

Last month’s Mother’s Day ad, published online and in the company’s May catalog depicted lesbians Wendi and Maggie alongside Wendi’s mother and two daughters.

The LGBT lobby, overjoyed at the most recent positive portrayal, is calling for supporters to open their pocket books to thank the company.

“You’d have to be crazy not to see the people in this JCP ad as the proverbial (and in this case, real) family next door,” enthused Jenny Block, a blogger at The Huffington Post.

Monica Cole, director of the conservative watchdog group One Million Moms, told LifeSiteNews.com that her organization is calling for a boycott of the company until they stop promoting homosexuality.

She asks supporters of traditional marriage to return their JC Penney catalogs marked “REFUSED…RETURN TO SENDER.” Cole also urges customers to unsubscribe from its mailing list and close store credit card accounts with a note politely explaining the reasons for your action.

OMM, a project of the American Family Association that combats immoral messages in the entertainment media, criticized JC Penney earlier this year when the company hired comedian Ellen DeGeneres as a spokeswoman.

JC Penney CEO Ron Johnson defended the decision, calling DeGeneres — who is openly homosexual and a vocal supporter of Planned Parenthood — a person with “extraordinary values.”

“JCP’s homosexual ads are desensitizing our children by normalizing this sinful lifestyle choice,” Cole told LifeSiteNews. “The Bible clearly states that marriage is between a man and a woman. No one, including JCP, can redefine it.”