Russian health food chain VkusVill has triggered a storm of criticism on social media for posting an online advertisement showing a lesbian family, then removing it and apologising.
There was anger from those for and against the ad, which ran on VkusVill's website under the slogan "Recipes for family happiness".
The firm said the ad was intended for people aged 18 and above.
Russia bans any content deemed to be spreading gay "propaganda" to minors.
In addition to that 2013 law, Russia bans gay marriage and adoption by gay couples.
Instead of the photo showing the family group - mother Yuma, daughters Mila and Alina, and Alina's girlfriend Ksyusha - VkusVill now shows a conventional family under the same slogan. VkusVill translates into English as "Tasteville".