First, I would say that no baker should be required by law to bake anything. And the issue was indeed the content of the cake since it is understood that there is a contract for the baker to bake and decorate a cake specifically and explicitly to recognize and celebrate a homosexual couple engaging in a public declaration of marriage. Anything that deviates from the request is a breach of that contract so as soon as that baker agrees to produce the cake for this couple, he locks himself in to recognition and celebration of something he cannot in good conscience recognize. The baker has no right (once under contract) to do anything different than what he is told to put on the cake. Likewise the billboard company. They can’t change what they are contracted to put up so either they agree and put up what the client wants or they decline entirely.
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The vital difference being a complete lack of precedent concerning any form of historical subjugation against Christianity in this country.
As such, the billboard company is within its right to refuse service.... wholly unlike the baker.
This is foremost a civil rights/equality issue not relevant to the advertiser's situation. Christians have no avenue for redress... The billboard company wields no such power against a predominating religion.