Food giant General Mills has denied lesbian content was behind a decision to pull its advertising from ABC Family's teen drama Pretty Little Liars.

The Christian conservative group Florida Family Association (FFA) on Wednesday claimed victory in its campaign to convince advertisers to drop their support for the show.

Pretty Little Liars targets “children with homosexual propaganda and explicitly immoral content,” the group said.

Twenty-four-year-old Canadian beauty Shay Mitchell plays gay teenager Emily Fields on the television show.

In a blog post, FFA's David Caton shared a letter in which the company said it would no longer advertise Ole El Paso brand products on the show, and suggested the show's gay inclusiveness was the reason behind the move.

“We have informed ABC Family Channel and our agencies that Pretty Little Liars is not a program that we will sponsor,” Jeff Hagen, director of consumer services at General Mills, wrote in the email.

An unnamed spokesperson for the company, however, denied the claim in a statement to lesbian entertainment website

“We make advertising decisions based on the audience demographic reach of a program and relevance for our brands, and we make changes to our ad buys all of the time. That should not be misinterpreted. The decision is entirely based on the relevance of the show's audience for our brands, not because of the sexual orientation of individual characters,” the spokesperson said.