The American Family Association (AFA) is a religious/political group known for such things as protesting the swearing-in of America’s first Muslim congressman, demonizing homosexuality, and praising the destruction of Hurricane Katrina. A group called Faith Financial Planners tried to run an ad on Morningstar’s web site promoting a book called “Money on Loan from God.”

Morningstar wouldn’t run the ad so Faith Financial Planners called the AFA who responded by trying to smear Morningstar — one of the most respected names in our industry.

The AFA made the following claim:

We have learned that our friends at Faith Financial Planners were denied a paid advertisement on the web site of Morningstar unless they removed the “Christian” content from their advertisement. Morningstar… told Faith Financial that the company had to “change the message completely and eliminate the Christian undertones.” This is a clear example of bigotry just because Faith Financial represents a Christian message about values and investing.

In an unprecedented move, after a contract had been signed by both parties, an ad sales agent for Morningstar informed Faith Financial that Morningstar had reversed its decision to accept the ad and decided that Faith Financial must censor the “Christian undertones” in order for the ad to be acceptable. American Family Association is asking you to let the leadership at Morningstar know that this kind of Christian bigotry is unacceptable.

The owner and CEO of Morningstar, Joe Mansueto, responded:

The AFA’s email alert claimed that Morningstar asked a company called Faith Financial Planners to “eliminate the Christian undertones from their ad,” reneged on a contract, and rejected an advertisement on the basis of anti-Christian bias.

These allegations are false. First and foremost, at no time did Morningstar sign a contract with Faith Financial or any group representing Faith Financial, and no one at Morningstar asked Faith Financial to “eliminate the Christian undertones from their ad.” The AFA is also incorrect in accusing us of bias in our decision not to run the ad in question.

Way to go Joe! Always stand up to a bully.