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Clothing retailer GAP has come under fire from a parenting group over a new advertising campaign which features a gay couple hugging under one t-shirt.

Billboards show the two men pressed cheek to cheek with their arms around each other with the slogan “Be Bright, Be One” across the image.

One Million Moms, a US organisation which aims to stop the exploitation of children in the media, blasted the campaign, branding it "immoral advertising".

The activist group, which has previously attacked JC Penney and Urban Outfitters for their pro-gay adverts , are campaigning for the billboards to be removed.

In a post on its website, the controversial Christian group claimed retailers "need to choose morality or remain neutral".

They wrote: “GAP… does not deserve, nor will it get, money from conservative families across the country.

“Supporting GAP is not an option until they decide to remain neutral in the culture war. GAP needs to seriously consider how their immoral advertising affect the youth of our nation. (sic)”

Urging members to “take action”, the post continued: “GAP Inc. Brands approved this type of ad in public areas where families and children are sure to see it.

“Please send your email to GAP now and let them know you are offended by their disrespect for family values and common decency.”

Earlier this year, One Million Moms, a division of the American Family Association, attracted criticism for its attempt to boycott Urban Outfitters for using an image of two female models kissing in an ad.

(Image: Urban Outfitters)

The group claimed the picture, which appeared in the clothing retailer’s April catalogue, was “offensive and inappropriate for a teen who is the company's target customer”.

The anti-homosexual activists also attacked JC Penney for using lesbian TV host Ellen DeGeneres as a spokesperson.

The organisation was forced to drop the case after the 54-year-old star received huge support from fans.

Speaking at the time, group director Monica Cole told OneNewsNow: “We have heard back from men and women - not just moms - saying they will no longer shop there at JC Penney, as long as Ellen DeGeneres is their spokesperson.”