The group One Million Moms is protesting Ellen DeGeneres' new role as spokesperson for JCPenney because the comedian is openly gay.

“Funny that JCPenney thinks hiring an openly homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly,” the group said in a statement.

“By jumping on the pro-gay bandwagon, JCPenney is attempting to gain a new target market and in the process will lose customers with traditional values that have been faithful to them over all these years.”

One Million Moms is closely associated with the Christian conservative group American Family Association (AFA), which is opposed to gay rights.

DeGeneres announced in 1997 during the fourth season of her ABC sitcom Ellen that she is gay. After coming out publicly, Ellen's ratings plummeted and the show was canceled. Today, the 54-year-old DeGeneres hosts her own daily talk show, The Ellen DeGeneres Show, and is a spokesperson for CoverGirl and American Express.

In announcing the decision to retain DeGeneres as their new spokesperson, Michael Francis, president of JCPenney, said the company could not “think of a better partner to help us put the fun back into the retail experience.”

(Related: NOM's Brian Brown chides Starbucks over gay marriage support.)