A couple of days ago I received an e-mail from Tim Wildmon, president of the American Family Association. In typical seething indignation, the missive exhorted me to leap to the condemnation of Morningstar, a provider of financial information, for its refusal to run an ad on its Web site from Faith Financial Planners:
Like any bullies, the Wildmons — pater and son — exaggerate their organization’s power and significance, and wield the threat of economic boycott like a baseball bat when they attack on behalf of Jesus.
We have learned that our friends at Faith Financial Planners were denied a paid advertisement on the website of Morningstar unless they removed the “Christian” content from their advertisement. Morningstar — one of the largest providers of financial information on mutual funds, stocks, and portfolios for individual investors and institutions in the world — told Faith Financial that the company had to “change the message completely and eliminate the Christian undertones.” This is a clear example of bigotry just because Faith Financial represents a Christian message about values and investing. Faith Financial is a company that, through one of its subsidiaries, provides information for Christians to use in reflecting their values in their investments. The information alerts values-based investors to those companies that are involved in pornography, abortion, the homosexual agenda, etc.
But Wildmon wasn’t finished yet:
In an unprecedented move, after a contract had been signed by both parties, an ad sales agent for Morningstar informed Faith Financial that Morningstar had reversed its decision to accept the ad and decided that Faith Financial must censor the “Christian undertones” in order for the ad to be acceptable. American Family Association is asking you to let the leadership at Morningstar know that this kind of Christian bigotry is unacceptable.
I, of course, took action. I like to take the AFA’s stock letter copy and rewrite it to take the polar opposite position. In a perverse way, it relaxes me and is mightily entertaining. Today I received a response to my e-mail from Morningstar Chairman and Chief Executive Officer Joe Mansueto:
The AFA’s email alert claimed that Morningstar asked a company called Faith Financial Planners to “eliminate the Christian undertones from their ad,” reneged on a contract, and rejected an advertisement on the basis of anti-Christian bias.
These allegations are false. First and foremost, at no time did Morningstar sign a contract with Faith Financial or any group representing Faith Financial, and no one at Morningstar asked Faith Financial to “eliminate the Christian undertones from their ad.” The AFA is also incorrect in accusing us of bias in our decision not to run the ad in question.
Seems Morningstar had pretty good grounds for not running the ad:
This ad, which was submitted to us by a third-party agency, was a special promotional offer for a free copy of the book “Money on Loan from God.” A variety of companies run these types of promotional offers, which are made available to people who sign up for Premium Membership service on our Web site, Morningstar.com.
To give you a better sense of our internal process, our ad sales team evaluates each ad submission on a case-by-case basis, within our stated advertising guidelines. We have limited sponsorship opportunities available for the special offer area of our Web site and often turn down promotional requests based on a number of factors.
We also frequently turn down ads that we believe make unreasonable or risky promises to investors. The text in this particular ad — “Achieving a double bottom line on your investment, financial and moral!” — raised a red flag with our ad rep. Also, our ad rep was not familiar with the author of the book or the book’s contents.
Taking all of these issues into consideration, as well as our advertising guidelines, our ad rep made the judgment call to turn down the promotional offer for this special area of our site.
So, let’s review the facts, since AFA apparently didn’t: There was no signed contract, Morningstar didn’t ask Faith Financial to change its ad copy, the ad probably violated Morningstar’s ad policy and it wasn’t Faith Financial but a third-party agency that submitted the ad.
This is a familiar approach by American Family Association — trump up some nonexistent instance of alleged bias against Christian values, distort the facts, rouse its base to action and smugly await some hoped-for free media coverage.
The AFA simply practices thuggery in the name of Jesus. Like any bullies, the Wildmons — pater and son — exaggerate their organization’s power and significance, and wield the threat of economic boycott like a baseball bat when they attack, supposedly in defense of Jesus.
Morningstar’s Mansueto did the right thing by showing the AFA for what it is — a gang of lying, bullying Christian fundamentalist extremists.
Update: AFA has compounded its earlier lies with new ones. Read more…