GLAAD (Gay & Lesbian Alliance Against Defamation) has long been one of the highest-profile LGBT advocacy groups in the the US, thanks to its work challenging the US entertainment industry to be more inclusive and less reliant on derogatory stereotypes. However, its work has largely been confined to the States. That’s changing though, as GLAAD has announced that it’s expanding to the UK.

The organisation has announced that it is setting up ‘a UK operation as part of its growing global work to accelerate acceptance of the LGBT community. GLAAD UK officially launches this month and will be part of a series of announcements made at the group’s first-ever international board meeting, taking place at the House of Lords in central London. The two-day board meeting will see celebrities joining activists and politicians to discuss how to best address global LGBT issues.

‘Having gained considerable investment from underwriters, including brands like Google and the Louis L. Borick Foundation, GLAAD will devote more than $1million to its international programme and from 1^st October will set up its new UK operation with one full-time member of staff solely devoted to LGBT global issues.’

GLAAD’s annual Spirit Day campaign, now in its sixth year, is also expanding internationally, with special initiatives for London planned to take place on 15^th October, when the world will “go purple” in a stand against bullying and in support of LGBT youth. The day of awareness has previously seen celebrities, corporations, schools, and U.S. landmarks, including the White House, Times Square, and the Empire State Building turn purple in support of LGBT youth.

Anthony Watson, member of GLAAD’s Board of Directors, comments: “This is a timely and vital step forward to bring GLAAD’s critical work to the international community in a meaningful and powerful way. As a British Citizen, I am deeply proud GLAAD choose the United Kingdom to base our international operations. From London GLAAD will be able to help promote positive portrayals of LGBT people in the media – not only across the UK, but across Europe and further afield. I’m excited for GLAAD to partner with local organisations, media networks & companies and governments in supporting the international LGBT community.”

CEO and president of GLAAD, Sarah Kate Ellis continues: “For 30 years, GLAAD has worked to reshape the way Americans think about LGBT people, building understanding through visibility and increasing acceptance across the nation. Now, as LGBT people around the world continue to face great injustice, GLAAD is expanding its global footprint to support the tremendous work of LGBT activists across the globe. Together, we will accelerate acceptance for LGBT people everywhere.”

While some will welcome GLAAD as a new voice shouting for LGBT equality internationally, there will also be some eyeing its motivations warily, as the organisation has seen some controversy in the US. That includes accusations that its glitzy award shows and reliance on money from Hollywood and large corporations could be a conflict of interest (including those who feel that GLAAD has been knowingly used by high profile homophobes looking for public rehabilitation). There are also those who believe the organisation has become increasingly intolerant of those who don’t fit its particular mold of what LGBT should be like, particularly trans* people who don’t try to slot themselves neatly into the traditional gender binary after they transition. Some also worry whether GLAAD acts like its the appointed representative of all LGBT people, whether its positions genuinely represent them or not.

But while there is some disquiet at some of GLAAD’s actions, there’s no doubt that over the years it has been effective at raising LGBT issues in both political and entertainment circles, and that its campaign have put sustained pressure on the film and TV industry to improve the representation of LGBT people in US media. Whether GLAAD plans to do the same in the UK and other countries – and whether it will have as much success doing so – is yet to be seen.