By James Caldwell, Torch assistant editor

After being approached by GLAAD (Gay & Lesbian Alliance Against Defamation) with concerns about homophobic content in John Cena's recent promos, WWE has issued an apology and says they will begin to "take steps" to address the issue on television.

"WWE takes this issue very seriously, and has already spoken with our talent about these incidents," WWE said in a statement.

"We are taking steps and working with GLAAD to ensure that our fans know that WWE is against bullying or discrimination on the basis of sexual orientation. We strongly value our fans in the lesbian, gay, bisexual and transgender community, and apologize to them for these incidents."

GLAAD referenced Cena's recent promos aimed at The Rock where he used "homophobic taunts" as put-downs. The organization noted one of the key concerns with the content:

"The incidents were particularly troubling because WWE recently began promoting itself as PG-rated entertainment marketed primarily towards adolescent males. Young boys are of course the demographic most likely to experience homophobic bullying or to be bullying themselves."

GLAAD added that the organization is "looking forward to developing our relationship with WWE" and they are anticipating WWE's planned message to promote anti-bullying.

Link: The full GLAAD response can be read at glaadblog.org.

Caldwell's Analysis: Good first step by WWE to address the issue, but this content has been scripted and promoted by WWE for years and years. As typical for WWE, it's a reactive measure only when faced with outside pressure.

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