Hallmark Media, the parent company of the Hallmark Channel, has issued a ban on online comments that it deems to be  “homophobic” or discriminatory on the basis of “gender identity.”

The newly amended rule, which was first reported by The Wrap, appears in Hallmark’s online terms of use, which covers not only the company’s official sites but also its social media accounts on Facebook, Twitter, and other platforms.

It remains unclear what, to Hallmark, constitutes a comment that discriminates over “gender identity.” The company didn’t elaborate or provide examples of what it would consider to be unacceptable speech.

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Photo credit: HallmarkChannel.com