Is a family shield necessary to protect viewers from a family photo? (via Cover Awards)
One American grocery store has apparently decided the answer is yes.
An Arkansas store decided to shield its customers with a discretionary warning from viewing Us Weekly‘s cover, featuring Elton John with his husband David Furnish and their new son.
(More on TIME.com: Elton John becomes a dad)
Family shields are generally reserved for magazines touting explicit covers, or containing “mature adult content.” Given the friendly, G-rated layout of Us Weekly, one can only assume that what was deemed objectionable here was the appearance of a same-sex partner.
The above photo went viral Wednesday after a tweet was referred on to the website CoverAwards, which confirmed with another source that the magazine was in fact covered over. “I’ve made numerous calls to the chains PR rep,” wrote CoverAward’s Mark Pasetsky, “who so far refuses to comment.”