Hallmark apologized on Sunday after facing days of backlash for pulling four television ads that featured brides kissing each other.

In a statement, Mike Perry, the president and chief executive of Hallmark Cards, said the team at Hallmark Channel’s parent company, Crown Media Family Networks, had “been agonizing over this decision as we’ve seen the hurt it has unintentionally caused” and that “they believe this was the wrong decision.”

“Our mission is rooted in helping all people connect, celebrate traditions and be inspired to capture meaningful moments in their lives,” he said. “Anything that detracts from this purpose is not who we are. We are truly sorry for the hurt and disappointment this has caused.”

Hallmark said in the statement that it would work with GLAAD, a national L.G.B.T.Q. media advocacy organization, “to better represent the L.G.B.T.Q. community across our portfolio of brands,” and that it planned on contacting Zola to “re-establish our partnership and reinstate the commercials.”