Home improvement giant of a company Lowe's Cos. remains under fire and heavy criticism from activists, politicians and customers after pulling its ads from a reality TV show featuring Muslim Americans.

The North Carolina corporation made a decision to stop advertising on the show "All-American Muslim," on Discovery Communications Inc.'s TLC channel, after protest by the Florida Family Assn., a conservative Christian group that try to influence companies to promote only strict "traditional, biblical values."

The association praised the move, but the decision sparked immediate backlash as everyone else became disgusted with the choice to pull the ads out. State Sen. Ted Lieu (D-Torrance) called the move "bigoted, shameful, and un-American."

A petition on SignOn.org that requests other companies to keep advertising on the show has drawn together more than 13,000 signatures. Activist and actress Mia Farrow joined in on the cause and took the battle in a Twitter post and recommended a boycott of Lowe's.

In its defence, Lowe's spokeswoman Karen Cobb said the company had a "long-standing commitment" to diversity and reminds everyone that they only pulled the ads only after the show became "a lightning rod for people to voice complaints from a variety of perspectives."

Other businesses had also removed their ads from the show, she wrote in an email. However, many opposed to the move are not buying any of it.

"It's pretty ridiculous, the show has a great concept, and it's showing a different view of Muslims than what's constantly blasted at us in the U.S.," said Nate Childress, 28, of North Hollywood.

"All-American Muslim," which premiered last month, follows the everyday lives of five Muslim American families in Dearborn, Michigan which is a suburb of Detroit with a large Muslim population. The cast talk about how their faith influences their actions and choices.