(Image source: FanPop)

BY BRICE SANDER

You're watching multisource entertainment news analysis from Newsy.

Pretty Little Liars is full of dirty little secrets. But the fact that one of the show’s main characters -- is a lesbian -- isn’t one them.

After a character came out of the closet, the Florida Family Association encouraged advertisers to pull their sponsorship. General Mills and Remax Realty backed out. (ABC Family)

The Florida Family Association saw this as a victory, posting what it calls a rare thank you letter from General Mills on its website. In it, General Mills says…

“We have informed ABC Family Channel and our agencies that Pretty Little Liars is not a program that we will sponsor. Thank you for bringing this to our attention.”

But as soon as that letter hit the web, General Mills was quick to backtrack, denying that the Florida Family’s Association had anything to do with its decision. A blogger for Queerty finds that, well, a little queer.

“So… [General Mills] first thanked [the org] ‘for bringing [the show's "homosexual propaganda and explicitly immoral content] to their attention,’ but then turned around four days later and [said the] complaint wasn’t the reason they pulled their ads. Hmmm…”

A writer for New York Magazine’s Vulture asks, if it weren’t for the gay content, then why pull the advertising?

“…considering that the show has maintained strong ratings … (General Mills’) claim that its decision was based on a ‘change in the relevance of the show's audience for our brands’ rings a little hollow.”

But as a Jezebel blogger points out, there’s a good chance General Mills is telling the truth -- if you look at the company’s track record.

“General Mills scored a score of 100 on the HRC Equality Index last year, which means they offer all of the major benefits, non-discrimination acts, equality resource groups and training to their LGBT employees.”

In the end, a Yidio writer suggests the Florida Family Association’s probably counter-acting its own efforts anyway.

“Speaking of salacious and glamorizing, if you’re looking for screen shots of girls kissing or quick links to YouTube videos of [the character’s] more romantic scenes, the FFA website has got you covered.”

'Like' Newsy on Facebook for updates in your news feed.

Get more multisource video news analysis from Newsy

Transcript by Newsy