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American Family Association vs. transgender people

The American Family Association (AFA) is a conservative fundamentalist Christian non-profit in the United States. The Southern Poverty Law Center classifies AFA as an anti-transgender hate group. PFLAG lists AFA as an anti-equality organization. Media Matters for America designates AFA as an anti-LGBTQ group.

Background

In 1977, Donald Wildmon (1938–2023) created The National Federation for Decency (NFD) to boycott advertisers that sponsored primetime network television programming that Wildmon considered inappropriate for children. The group was granted nonprofit status that year, with a founding board of Donald Wildmon, J. Wesley Youngblood, Allen F. Wildmon, and D. Russell Jones, Jr.

In 1977, Wildmon launched Turn the Television Off Week. NFD’s first sponsor target was Sears in 1978, and members picketed outside stores and at Sears haedquarters. NFD launched a targeted list of “the 12 top sponsors of prime-time filth” called The Dirty Dozen and urged members to contact and boycott the companies. By 1987, Wildmon said there were over 300 chapters nationwide.

In 1981, Wildmon launched the Coalition for Better Television (CBTV) with Jerry Falwell, Phyllis Schlafly, and 150 other Christian leaders. The group was renamed Christian Leaders for Responsible Television (CLeaR-TV) in 1985.

In 1983, NFD led a years-long campaign against 7-Eleven’s parent company Southland for selling Playboy, Penthouse, and other adult magazines, which led to discontinuation in 1986. During the Reagan Administration, Wildmon and NFD had significant influence and were involved in the US Attorney General’s Commission on Pornography.

In 1988, NFD changed its name to American Family Association (AFA). That year, they boycotted the film The Last Temptation of Christ at theatres and persuaded Blockbuster not to carry it.

In 1989, AFA targeted the National Endowment for the Arts for sponsorships of controversial artists, most notably Andres Serrano, whose 1987 photograph Piss Christ infuriated Christian groups.

In 1990, AFA began offering legal services through the AFA Law Center, renamed the AFA Center for Law & Policy (CLP) in 1999. CLP closed in 2007.

In 1991, the Federal Communications Commission granted a radio broadcast license to AFA for their station WAFR, American Family Radio. By 1995, AFA stated they had over 100 affiliate stations.

In 1993, AFA began boycotting Disney for allowing an annual Gay Days event in their Anaheim park since 1990. In 1995, they ramped up protests over Disney’s gay-friendly ad policies and the film Powder, which was directed by convicted sex offender Victor Salva.

In 1994, AFA commissioned a report by Richard G. Howe of The Issachar Institute titled “Homosexuality in America: Exposing the Myths.” In 1996, AFA launched their website, and Howe’s report was one of the first documents they added.

In 2003, AFA helped found the Arlington Group, a coalition of conservative and Christian organizations that sought to influence American governmental leaders. Member groups also included Focus on the Family and Concerned Women for America. The Arlington Group played a part in the Supreme Court confirmations of both John Roberts and Samuel Alito.

In 2005, AFA announced a boycott against Ford Motor Co. over “its years-long support of the homosexual agenda – including company policy
decisions, lucrative financial contributions, and sexualized, gay themed advertisements in overseas magazines.” After meeting with Ford dealerships, AFA suspended the boycott briefly before reinstating it in 2006. AFA ended the boycott in 2008 after reportedly getting some concessions from Ford.

In 2006, AFA announced the 501(c)4 group AFA Action and said they were co-sponsoring that year’s Values Voter Summit.

In 2010, AFA initiated a boycott of Home Depot for supporting Pride events and continued until 2013.

AFA was a significant source of support for Donald Trump in the 2016 Presidential election, and AFA helped identify pro-life Supreme Court nominees in their successful effort to overturn abortion rights in Roe v. Wade.

In 2016, AFA announced a boycott of Target over their trans-inclusive bathroom policy.

In 2021, AFA Action acquired iVoterGuide, a project to support political candidates whose platforms aligned with AFA goals. In 2022, AFA Action announced the Center for Government Renewal (CGR), officially launched in 2024 “to advance biblical and constitutional principles in law and policy.”

References

Villarreal, Daniel (June 23, 2021). American Family Association Demands Boycott of Kellogg’s Over Pride-Themed Cereal. Newsweek https://www.newsweek.com/american-family-association-demands-boycott-kelloggs-over-pride-themed-cereal-1603581

Reynolds, Daniel (December 8, 2020). Hate Group Assails Ritz Ad for Promoting ‘The Transgender Lifestyle.’ The Advocate https://www.advocate.com/business/2020/12/08/hate-group-assails-ritz-ad-promoting-transgender-lifestyle

Alter, Charlotte (May 3, 2016). Conservative Group Sending Men in to Target’s Women’s Restrooms to Challenge Transgender Policy. TIME https://time.com/4317236/target-transgender-bathroom-men/

Alter, Charlotte (April 25, 2016). Hundreds of Thousands Boycott Target Over Trans-Inclusive Bathroom Policy. TIME https://time.com/4307370/target-bathroom-boycott-transgender/

Brydum, Sunnivie (May 22, 2015). Girl Scouts Reject Hate Group, Welcome Trans Girls. The Advocate https://www.advocate.com/politics/transgender/2015/05/22/girl-scouts-reject-hate-group-welcome-trans-girls

Staff report (February 3, 2015). Yes, the American Family Association is Still a Hate Group. HRC https://www.hrc.org/press-releases/yes-the-american-family-association-is-still-a-hate-group

Staff report (January 29, 2015). American Family Association repudiates chief spokesman’s racist and anti-LGBT statements before hosting Israel trip for RNC members. Southern Poverty Law Center https://www.splcenter.org/resources/stories/american-family-association-repudiates-chief-spokesmans-racist-and-anti-lgbt-statements/

Joughin, Charles (October 9, 2014). 10 Shocking Facts About the American Family Association. HRC https://www.hrc.org/press-releases/10-shocking-facts-about-the-american-family-association

Royals, Kate (October 3, 2014). Transgender couple married in Miss. criticized by AFA. Jackson Clarion-Ledger https://www.clarionledger.com/story/news/2014/10/03/transgender-couple-married-in-mississippi/16646791/

Beirich, Heidi; Schlatter, Evelyn; Steinback, Robert, Potok, Mark. May-Chang, Jody; Kuraitis, Jill (October 1, 2011). The Propagandists. Southern Poverty Law Center https://www.splcenter.org/resources/reports/propagandists/ PDF https://www.splcenter.org/wp-content/uploads/files/d6_legacy_files/downloads/publication/the_propagandists_splc_report.pdf

Selected AFA publications

Singh, Stacy (January/February 2026). A level playing field. The Stand https://afa.net/the-stand/magazine/2026/januaryfebruary/a-level-playing-field/

Wildmon, Tim (November 11, 2025). Olympic Committee Bans Transgenders in Competition. The Stand https://afa.net/the-stand/culture/2025/11/olympic-committee-bans-transgenders-in-competition/

White, Matthew (September 2025). Trump’s policies restore fairness in women’s sports. The Stand https://afa.net/the-stand/magazine/2025/september/trumps-policies-restore-fairness-in-womens-sports/

Cole, Moncia (August 13, 2025). Ulta Beauty Spokesman Sparks Controversy. The Stand https://afa.net/the-stand/culture/2025/08/ulta-beauty-spokesman-sparks-controversy/

Cole, Monica (May 29, 2025). Dove Still Has Not Learned Their Lesson. The Stand https://afa.net/the-stand/culture/2025/05/dove-still-has-not-learned-their-lesson/

Chamblee, Jeff (April 16, 2025). Boldness of Speech. The Stand https://afa.net/the-stand/culture/2025/04/boldness-of-speech/

Gagnon, Robert (April 2025). Trump’s executive order ends ‘trans’ tyranny. The Stand https://afa.net/the-stand/magazine/2025/april/trumps-executive-order-ends-trans-tyranny/

Press release (December 17, 2024). Judge says shareholder lawsuit against Target can proceed. American Family Association https://afa.net/activism/afa-insider/2024/judge-says-shareholder-lawsuit-against-target-can-proceed/

Meador, Hannah (August 15, 2024). The Real Chloe. The Stand https://afa.net/the-stand/culture/2024/08/the-real-chloe/

Wildmon, Tim (June 18, 2024). Biden Wanders Off on Transgender Issue. The Stand https://afa.net/the-stand/culture/2024/06/biden-wanders-off-on-transgender-issue/

Bragg, Lauren (March 26, 2024). Days of Girlhood. The Stand https://afa.net/the-stand/culture/2024/03/days-of-girlhood/

Bragg, Lauren (January 25, 2024). From Hope to Horror: The Briana Ivy Story. The Stand https://afa.net/the-stand/culture/2024/01/from-hope-to-horror-the-briana-ivy-story/

Cole, Monica (January 5, 2024). Problematic Netflix Cartoon Takes Aim at Children. The Stand https://afa.net/the-stand/culture/2024/01/problematic-netflix-cartoon-takes-aim-at-children/

Cole, Monica (November 6, 2023). Vitaminwater Launches Tasteless Campaign. The Stand https://afa.net/the-stand/culture/2023/11/vitaminwater-launches-tasteless-campaign/

Turek, Frank (June 26, 2023). Five Fatal Flaws in Transgender Ideology. The Stand https://afa.net/the-stand/culture/2023/06/five-fatal-flaws-in-transgender-ideology

Wildmon, Tim (June 21, 2023). America Rejecting the Transgender Movement? The Stand https://afa.net/the-stand/culture/2023/06/america-rejecting-the-transgender-movement/

Chamblee, Jason (May 31, 2023). Preparing Children for a Post-Gender World. The Stand https://afa.net/the-stand/culture/2023/05/preparing-children-for-a-post-gender-world/

Press release (May 24, 2023). Target Stores Showcases Trans Displays – What Can You Do? American Family Association https://afa.net/activism/afa-insider/2023/target-stores-showcases-trans-displays-what-can-you-do/

Wildmon, Tim (May 18, 2023). Tell Congress to Protect Children from Gender Experimentation. The Stand https://afa.net/the-stand/culture/2023/05/tell-congress-to-protect-children-from-gender-experimentation/

Cole, Monica (May 08, 2023). Maybelline Partners With Mulvaney. The Stand https://afa.net/the-stand/culture/2023/05/maybelline-partners-with-mulvaney/

Staff report (April 11, 2023). Stand with Riley Gaines: Women’s Champion assaulted by trans activist. American Family Association – AFA Insider https://afa.net/activism/afa-insider/2023/stand-with-riley-gaines-women-s-champion-assaulted-by-trans-activist/

Cole, Monica (June 24, 2022). Mattel Pushes Transgender Barbie. The Stand https://afa.net/the-stand/culture/2022/06/mattel-pushes-transgender-barbie/

Wildmon, Tim (April 7, 2022). Stop Biden’s Transgender Policies Targeting Children. The Stand https://afa.net/the-stand/culture/2022/04/stop-bidens-transgender-policies-targeting-children

Press release (April 4, 2022). American Family Association calls youth gender reassignment surgery child abuse. American Family Association https://afa.net/who-we-are/press-releases/2022/american-family-association-calls-youth-gender-reassignment-surgery-child-abuse

Wildmon, Tim (February 25, 2022). No Guys in Girls’ Sports. The Stand https://afa.net/the-stand/culture/2022/02/no-guys-in-girls-sports

Cole, Monica (March 29, 2021). Pantene Refuses to Remain Neutral. The Stand https://afa.net/the-stand/culture/2021/03/pantene-refuses-to-remain-neutral/

Staff report (October 20, 2020). Watch ‘In His Image’ Documentary Now For Free. American Family Association – AFA Insider https://afa.net/activism/afa-insider/2020/watch-in-his-image-documentary-now-for-free/

Perry, Laura (April 15, 2020). A Transgender Perspective on COVID-19. The Stand https://afa.net/the-stand/culture/2020/04/a-transgender-perspective-on-covid-19/

Fischer, Bryan (February 18, 2020). Transgenderism Erases Homosexuality, Turns Gays Into Bigots. The Stand https://afa.net/the-stand/culture/2020/02/transgenderism-erases-homosexuality-turns-gays-into-bigots/

Perry, Laura (February 4, 2020). Freedom: Living in the Light. The Stand https://afa.net/the-stand/faith/2020/02/freedom-living-in-the-light/

Press release (April 30, 2019). American Family Association Urges President to Remain Committed to Transgender Military Ban. American Family Association https://afa.net/who-we-are/press-releases/2018/american-family-association-urges-president-to-remain-committed-to-transgender-military-ban/

Perry, Laura (April 2, 2019). Destroying the Seed. The Stand https://afa.net/the-stand/culture/2019/04/destroying-the-seed/

Perry, Laura (March 20, 2019). Oh, Be Careful Little Eyes What You See. The Stand https://afa.net/the-stand/culture/2019/03/oh-be-careful-little-eyes-what-you-see/

Perry, Laura (February 12, 2019). Examining the Evidence. The Stand https://afa.net/the-stand/culture/2019/02/examining-the-evidence/

Reed, Anne (December 18, 2018). From Transgendered to Transformed. The Stand https://afa.net/the-stand/family/2018/12/from-transgendered-to-transformed/

Fischer, Bryan (December 4, 2018). How About Transgender Story Time from a Victim? The Stand https://afa.net/the-stand/culture/2018/12/how-about-transgender-story-time-from-a-victim/

Fischer, Bryan (November 3, 2017). Trump Should Ignore Judge on Transgenders. The Stand https://afa.net/the-stand/culture/2017/11/trump-should-ignore-judge-on-transgenders/

Cole, Monica (September 15, 2017). ‘Roseanne’ Reboot Promotes Transgender Agenda. The Stand https://afa.net/the-stand/culture/2017/09/roseanne-reboot-promotes-transgender-agenda/

Staff report (July 5, 2017). Urge Congress to end military transgender policy. American Family Association – AFA Insider https://afa.net/activism/afa-insider/2017/07/urge-congress-to-end-military-transgender-policy/

Press release (July 20, 2016). American Family Association Warned Target This Would Happen—And It Did. American Family Association https://afa.net/who-we-are/press-releases/2016/07/american-family-association-warned-target-this-would-happen-and-it-did/

Press release (July 11, 2016). With Frightening Incidents in Target Restrooms, American Family Association Intensifies #BoycottTarget Efforts. American Family Association https://afa.net/who-we-are/press-releases/2016/07/with-frightening-incidents-in-target-restrooms-american-family-association-intensifies-boycotttarget-efforts/

Wildmon, Tim (June 3, 2016). ACLU Leader Quits Over Transgender Issue-Video. The Stand https://afa.net/the-stand/culture/2016/06/aclu-leader-quits-over-transgender-issue-video/

Wildmon, Tim (May 16, 2016). Urge Governors to Reject Obama Overreach on School Bathrooms. The Stand https://afa.net/the-stand/culture/2016/05/urge-governors-to-reject-obama-overreach-on-school-bathrooms/

Press release (April 21, 2016). American Family Association Calling for Target Boycott After Company Publicizes Bathroom Policy. American Family Association https://afa.net/who-we-are/press-releases/2016/04/american-family-association-calling-for-target-boycott-after-company-publicizes-bathroom-policy/

Staff report (April 20, 2016). Sign the Boycott Target Pledge! American Family Association – AFA Insider https://afa.net/activism/afa-insider/2016/04/sign-the-boycott-target-pledge/

Cole, Monica (June 30, 2015). PBS Promoting Transgender Lifestyle to Children. The Stand https://afa.net/the-stand/culture/2015/06/pbs-promoting-transgender-lifestyle-to-children/

Press release (March 17, 2015). AFA: Planet Fitness Isn’t Safe for Women. The Stand https://afa.net/the-stand/culture/2015/03/afa-planet-fitness-isnt-safe-for-women/

Howe, Richard G. (1994, online 1996). Homosexuality in America: Exposing the Myths. American Family Association http://afa.net/toc.htm [archive]

Resources

Wikipedia (en.wikipedia.org)

Southern Poverty Law Center (splcenter.org)

People for the American Way (peoplefor.org)

Media Matters for America (mediamatters.org)

SourceWatch (sourcewatch.org)

Right-Wing Monitor (rightwingmonitor.com)

Council on American-Islamic Relations / Islamophophobia Network (islamophobia.org)

American Family Association (afa.net)

American Family Radio (afr.net)

AFA Journal (afajournal.org)

In His Image (inhisimage.movie)