American Family Association
A U.S. conservative Christian advocacy organization focused on media, family policy, religious expression, and opposition to LGBTQ rights, abortion, and pornography.
Last updated October 19, 2026
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Overview
The American Family Association (AFA) is a conservative Christian advocacy organization founded in the United States in 1977 by Donald Wildmon. It originally operated under the name National Federation for Decency and developed around campaigns concerning television content, advertising, pornography, and what its leaders regarded as declining public standards of morality. The organization later broadened its stated focus from media decency to moral and public-policy issues affecting the family. AFA is part of the U.S. religious right and describes its work in terms of promoting a biblical ethic in public life. Its campaigns have opposed abortion, pornography, same-sex marriage, LGBTQ rights and representation, some hate-crime and nondiscrimination protections, and forms of religious pluralism that it considers inconsistent with a Christian national culture. The organization has also advocated for public recognition of Christmas and Christian religious expression. Its positions have attracted sustained criticism from civil-rights organizations, LGBTQ advocates, religious pluralists, and free-expression groups. The organization uses several activism channels. These include email action alerts, letter-writing campaigns, consumer boycotts and buycotts, lobbying, publications, radio broadcasting, online commentary, and litigation or legislative work carried out through affiliated entities. The AFA Journal has historically reviewed television programs for profanity, sexual content, violence, homosexuality, substance abuse, anti-Christian themes, and political correctness, while identifying advertisers and encouraging readers to contact them. American Family Radio, an AFA-operated Christian radio network, has carried religious programming and political commentary through stations and affiliates in numerous U.S. states. OneNewsNow, formerly known as AgapePress, has functioned as an online news and commentary outlet associated with the organization. AFA became especially visible through consumer campaigns against companies and entertainment properties. Targets have included retailers, broadcasters, restaurants, technology companies, automobile manufacturers, food companies, and major media businesses. Some campaigns concerned explicit material or the sale of adult magazines; others challenged corporate support for LGBTQ organizations, same-sex partners' benefits, transgender inclusion, or charitable groups viewed by AFA as supporting abortion rights. The organization's campaigns have sometimes produced concessions or negotiated statements from companies, but they have also generated public controversy and occasionally increased attention for the targeted program or brand. Donald Wildmon served as the organization's principal leader for many years and announced his retirement as chairman in 2010. His son, Tim Wildmon, became president. AFA is governed by an independent board, although the exact current composition of its leadership is not established in the supplied reference material. The organization has been accredited by the Evangelical Council for Financial Accountability. A 2011 figure cited in reference material reported a budget exceeding $16 million, but no current financial figure is provided here. The Southern Poverty Law Center has designated AFA an anti-LGBTQ hate group since 2010, citing what it characterizes as repeated propagation of false claims and demonizing rhetoric about LGBTQ people. AFA rejects that characterization and presents itself as a Christian policy and media organization defending religious freedom and traditional family values. The group's public profile therefore combines nonprofit communications, religious broadcasting, political advocacy, consumer activism, and highly contested social-policy positions.
History
The American Family Association was established in 1977 by Donald Wildmon under the name National Federation for Decency. Its early work concentrated on television and other media, especially programming and advertising that Wildmon considered sexually explicit, violent, blasphemous, or otherwise inconsistent with conservative Christian morality. Through newsletters, public statements, advertising, and organized pressure on broadcasters and sponsors, the group developed a model of media activism based on mobilizing churchgoing consumers. The organization later adopted the name American Family Association and expanded its agenda. Its stated emphasis moved from media decency alone to moral issues affecting the family, including abortion, pornography, same-sex relationships, LGBTQ rights, religious expression, and public education. AFA combined public-policy lobbying with consumer campaigns, asking supporters to contact companies, broadcasters, legislators, and advertisers. It also developed recurring publications and broadcast operations, giving the group channels for agenda-setting beyond individual boycotts. AFA's media infrastructure included the AFA Journal, a monthly publication that reviewed television programs and identified content categories and advertisers, and American Family Radio, a Christian radio network composed of AFA-owned and affiliated stations. Its online news operation, initially known as AgapePress and later OneNewsNow, distributed news reports, wire stories, and opinion material from a socially conservative perspective. The organization also used large email lists for action alerts and promoted campaigns through its websites. Several campaigns made AFA a nationally recognized participant in conservative Christian activism. In the 1980s, a boycott contributed to 7-Eleven's decision to stop selling Playboy and Penthouse magazines. In 1989, AFA targeted Waldenbooks over the sale of adult magazines; the dispute led to litigation under federal and state racketeering laws but was settled without a judicial ruling. AFA also challenged PepsiCo's relationship with Madonna after the release of the music video for Like a Prayer. During the 1990s, AFA used newspaper advertising and pressure on ABC affiliates to oppose the television drama NYPD Blue because of its sexual and violent content. The campaign received substantial media attention, while the program became a major ratings success. In 1996, AFA began a long boycott of the Walt Disney Company after Disney extended benefits to same-sex domestic partners. The boycott ended in 2005 after the departure of Disney chief executive Michael Eisner, according to AFA leadership. In the 2000s and 2010s, the organization's targets included Abercrombie & Fitch, American Girl, Ford, McDonald's, Campbell Soup, Gap, Archie Comics, Google, and Target. The reasons varied, but commonly involved LGBTQ inclusion, same-sex marriage, transgender policies, holiday advertising, or perceived sexualization of products and entertainment. Some campaigns ended after corporate statements or policy changes, while others ended without clear evidence that the targeted company adopted all of AFA's demands. AFA also issued controversial statements about Islam, Hindu religious observances, public-school shootings, and the role of religion in American public institutions. AFA's affiliated Center for Law and Policy served as a legal and political arm, working on First Amendment litigation, legislation, and religious-discrimination matters before closing in 2007. The organization has continued to operate as a nonprofit advocacy and media group. Donald Wildmon announced his retirement as chairman in 2010, and his son Tim Wildmon became president. AFA remains active in U.S. cultural and political debates, but its rhetoric and campaigns have also led to criticism and its designation by the Southern Poverty Law Center as an anti-LGBTQ hate group.
- 2010
Leadership transition and SPLC designation
[1]Donald Wildmon retired as chairman, while the SPLC began listing AFA as an anti-LGBTQ hate group.
- 2005
Disney boycott ends
[1]AFA ended its nine-year campaign against Disney.
- 1996
Disney boycott begins
[1]AFA began a boycott after Disney introduced benefits for same-sex domestic partners.
- 1986
7-Eleven removes adult magazines
[1]After a two-year AFA boycott, 7-Eleven stopped selling Playboy and Penthouse magazines.
- 1977
Organization founded
[1]Donald Wildmon founded the organization as the National Federation for Decency.
Products and positioning
A conservative Christian advocacy and media organization promoting traditional family and religious-conservative values in U.S. public life.
Christian radio network
American Family Radio
A network of AFA-owned and affiliated radio stations carrying Christian programming, commentary, and advocacy-oriented content across multiple U.S. states.
Publication
AFA Journal
A monthly publication covering news, interviews, cultural issues, and television-content reviews from the organization's conservative Christian perspective.
Online news service
OneNewsNow
An AFA-associated online news and commentary service, formerly called AgapePress, providing news digests, wire stories, audio reports, and opinion content.
Controversies
2020
Chick-fil-A apologizes over its charitable-giving changes
Chick-fil-A apologized to the American Family Association after reports that the chain was set to end donations to organizations that discriminate against LGBT+ people. In a letter, company president Dan Cathy said the giving changes were intended to focus on hunger, homelessness, and education, and acknowledged that some had understood them as abandoning longstanding support of faith-based organizations.
2010
Southern Poverty Law Center hate-group designation
The Southern Poverty Law Center designated AFA an anti-LGBTQ hate group, citing what it described as false claims and demonizing propaganda concerning LGBTQ people. The designation is contested by AFA.
Marketing campaigns
- 2016Target restroom-policy boycott
United States
AFA urged a boycott of Target after the retailer announced that transgender customers and employees could use facilities corresponding to their gender identity.
Outcome. Target later announced a $20 million investment in single-occupancy restrooms. AFA ended the boycott in 2025 after Target rolled back parts of its diversity and inclusion efforts.
- 2012Archie Comics boycott
United States
AFA opposed an Archie Comics story featuring a same-sex marriage.
- 2009Gap Christmas advertising boycott
United States
AFA criticized Gap holiday advertising for not explicitly mentioning Christmas.
Outcome. Gap released advertising that explicitly referenced Christmas alongside other seasonal holidays and added the term to store decorations.
- 2008McDonald's boycott
United States
AFA challenged McDonald's because an executive served on the board of the National Gay and Lesbian Chamber of Commerce.
Outcome. AFA ended the boycott after McDonald's issued a statement describing itself as neutral on same-sex marriage and an alleged homosexual agenda.
- 2005Ford boycott
United States
AFA objected to Ford advertising in gay-oriented publications, supporting gay-rights organizations, and sponsoring Pride events.
Outcome. The boycott ended in March 2008 after disputes over Ford's advertising position and an alleged understanding with AFA.
- 1996Disney boycott
United States
AFA opposed Disney's benefits for same-sex domestic partners and what it described as the company's support for LGBTQ causes.
Outcome. AFA ended the boycott in 2005.
- 1993NYPD Blue campaign
United States
AFA purchased newspaper advertisements and urged ABC affiliates, viewers, and sponsors to oppose the television drama because of its sexual and violent content.
Outcome. Some affiliates declined to air the program, but the campaign also increased national attention around the show, which became highly popular.
Brand decisions
2010
Donald Wildmon retires as chairmanOtherBackground
Wildmon had led the organization since its founding.
Action taken
He announced his retirement as chairman, while Tim Wildmon served as president.
Aftermath
Leadership passed to the next generation of the Wildmon family while the organization retained its established policy orientation.
2007
Close the Center for Law and PolicyStrategyBackground
The Center for Law and Policy had served as AFA's legal and political arm in litigation, lobbying, and legislative drafting.
Action taken
The center was shut down.
Aftermath
AFA continued advocacy through its media, alerts, lobbying, and campaign operations.
Recent events
- 2025
AFA ends its Target boycott[1]
Campaign · Other
The organization ended a boycott launched over Target's transgender restroom policy after the retailer rolled back elements of its diversity, equity, and inclusion program.
Sources3 sources
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