It’s called appropriation, token gestures and virtue signaling* (*you know the term crypto nazis suddenly learned a few years ago, went bonkers over finally having a nice sounding word to use, without beginning to understand it, thereby making everyone else afraid to use it.).
Frankly I’m a bit disappointed in Ilford for doing crap like that.
And it would seem, if anything, a reason not to buy their product.
The rest of the nonsense in this thread really makes very little sense.
Perhaps it fits under the terms I mentioned at the top of the post?
If they really wanted to say or do something, they could for example post bios of gay people working at Ilford, donate money to organizations working for gay rights and ask others to do the same or post gay photographers images etc.
Have they ever done that on this, or any occasion?
Not to my knowledge.
It would still be using and riding the cause, but be less cloying and hollow.