Research/Study Research/Study

Companies celebrating LGBTQ Pride Month are also advertising on Fox

Fox's bigotry and disinformation fuels attacks on the LGBTQ community

As LGBTQ Americans celebrate Pride Month in June, companies are expressing their support for the queer community -- yet some of those same companies regularly advertise on Fox News, funding the outlet’s hateful rhetoric and baseless misinformation against LGBTQ people.

Fox News has spent years demeaning and misinforming about the LGBTQ community. So far in 2021, Fox personalities and guests have said that trans people are “a challenge to the perpetuation of the species,” called the Equality Act “the gay and transsexual supremacy act,” lied that trans athletes competing “spells the destruction of women's sports,” and repeatedly compared best-practice medical care for trans youth to child abuse. 

In fact, a Media Matters study found that the network aired 86 segments about trans people from January 20, the day President Joe Biden took office, through March 18 -- coverage primarily aimed at attacking best practice health care for trans youth and trans athletes. Furthermore, Fox aired more segments on trans athletes in the first three months of 2021, at 72, than it did in 2019 and 2020 combined.

Fox’s anti-LGBTQ propaganda has helped fuel the rise in right-wing attacks on trans people -- including discriminatory bills being considered and often passed in state legislatures across the country. Media outlets and advocates have noted that these attacks have increased in 2021 -- which comes as the GOP seeks to make up ground lost in the last election. 

Fox News’ leading advertisers celebrating Pride Month

The following companies which have celebrated Pride Month are also some of Fox News’ leading advertisers that remain on the network while others flee because of its toxic programming, which fuels conspiracy theories, extremism, and attacks on democracy. In fact, Media Matters and more than 40 nonprofits have penned a letter urging advertisers to drop Fox and not buy advertisements on the network.

  • Procter & Gamble

    • Procter & Gamble issued a Pride statement on its website that in part describes the company’s “three key initiatives that aim to raise visibility and support of the LGBTQ+ community.”
    • The company sponsored a June 4 “Can’t Cancel Pride” event, a virtual celebration for the LGBTQ community that featured queer entertainers and artists.
    • Procter & Gamble updated its Twitter banner to a Pride-themed image.
  • P&G Pride 1
  • P&G Pride final
  • General Motors

    • General Motors (GM) updated the homepage of its website to include a Pride-themed image of a car that reads, “everybody in.”
  • GM Pride car
    • GM also sponsored the Can’t Cancel Pride event.
    • The company twice tweeted about Pride, including one post that said: “We are proud to support the LGBTQIA community. As the first automaker to support the Equality Act, we celebrate and embrace diversity as we continue our journey to becoming the most inclusive company in the world.” (Notably, Fox has relentlessly attacked the Equality Act, including in 18 segments in less than two months.) A second post advertised its sponsorship of the virtual Can’t Cancel Pride event. 
  • GM Pride final
    • GM also posted about the event on its Instagram stories.
  • GM Pride 3
  • Amazon

    • Amazon issued a Pride statement and video on its website touting the company’s advocacy work on behalf of LGBTQ people: “As early and strong supporters of marriage equality, Amazon continues to advocate for protections and equal rights for transgender people. We stand together with the LGBTQIA+ community both within and outside of Amazon and are working at the federal and state level on legislation; this includes our support for passing the Equality Act.” (Notably, the company has recently come under scrutiny for selling anti-LGBTQ merchandise on its website.)
    • Amazon also expressed support on Twitter and Facebook.
  • Amazon Pride final
  • Pfizer

    • Pfizer updated its social media profile pictures and banners with Pride colors and posted a Pride-themed video featuring queer staff to its Twitter and Facebook pages.
  • Pfizer Pride final 2
  • Pfizer Pride final
  • Novartis

    • Novartis also updated its social media profile pictures on Twitter, Facebook, Instagram, and LinkedIn with Pride colors.
  • Novartis Pride final
  • Progressive

    • Progressive updated its profile pictures on Instagram, Facebook, and Twitter with Pride colors.
  • Progressive Pride final
  • Abbott

    • Abbott updated its profile pictures and banner images on Instagram, Facebook, and Twitter with Pride colors.
  • Abbott Pride final
  • GlaxoSmithKline

  • GlaxoSmithKline Pride final
  • Liberty Mutual

  • Liberty Mutual Pride 1
  • Liberty Mutual Pride 2
  • PetSmart

    • PetSmart posted a Pride video to its Instagram page.
  • PetSmart Pride