Worse, it's doing so in the lead up to Christmas, displaying "a blatant disregard for the nativity season".

This is the accusation levelled by a self-proclaimed Christian advocacy group.

But what has so earned the ire of FamilyVoice Australia and left it worried that everyone is losing their religion?

What did Bonds do?

In short, it did what most businesses do in 2019 - made its marketing inclusive.

For FamilyVoice, however, one photo of a couple sharing a kiss in their Bonds underwear was "sexually explicit".

What makes something "sexually explicit" is rather subjective, but the image in question was no more graphic than what you would see on popular soap Home and Away.

So let's be honest, because it is all too obvious, the complaint comes down to the fact that the two people kissing are men.

And indeed FamilyVoice - a group with a modern styled name but a dated view of the world - later made that very clear.

In a subsequent message it called on Australians to "help us stop Bonds' attack on Christmas" by writing "polite but firm" emails to the company, "urging them to turn away from endorsing same-sex behaviour and to cease undermining family and faith especially ahead of Christmas".

A question the people behind this arrogant hate group - and we'll come back to that description - ought to be asking themselves is the strength of their own faith.

If a single photo of two men kissing is sufficient to undermine your faith, what does that say?

Speaking of claiming to be Christians, what gives this group the right to portray itself as a voice for not only all people of that faith but also families?

Though the number is falling, millions of Australians still follow the religion founded by a Jewish carpenter.

When were they asked if they wanted FamilyVoice to advocate on their behalf?

The reality is they - Christians - are so diverse that no one can presume to speak for them on any issue.

On sexuality, specifically, the overwhelming vote for marriage equality two years ago means there were undoubtedly a great many who voted "Yes".

Like the rest of us, Christians would range right across the spectrum in terms of their willingness to accept others.

It's not new, meanwhile, for some to assert ownership of "family" and "family values", which has also long been a catch-cry of conservative politicians.

Disgracefully, it's been used as a subtle way in politics to exclude people when in reality - ironically - families are incredibly diverse and incredibly inclusive.

FamilyVoice cannot claim to speak for anyone but its own likely limited membership, and it's arrogant to pretend otherwise.

There's no pretending, however, that it's attack on gay Australians - through its criticism of Bonds over one photo among many - is anything other than hate speech.

Where it also fails though is in the well-worn claim that Christmas is somehow under attack.

Similar to the attempt at owning "family", this is a typical ploy of a minority of prejudiced, narrow-minded people.

Some need reminding Jesus almost certainly wasn't born on December 25, that the early church stole a Roman festival and that many of our Christmas traditions come from other cultures.

More to the point, the celebration of Christmas in Australia today isn't tied to religion; it isn't dependent on faith.

For most of us, it's about family and community.

Over the next several weeks there will be countless parades and carols by candlelight held right across this region.

These events will attract people from all walks of life, of all faiths and of no faith at all.

The Christmas spirit they will invoke is one of giving, and not in a materialistic way - though our credit card balances will attest to that being rather intrinsic too.

The greatest gift we can offer each other is the sense of belonging, and with it acceptance and love.

That's the Christmas spirit.

It's sad a few want to use this time of coming together to exclude others.

It's not Bonds who are undermining families or attacking Christmas; it's groups like FamilyVoice.