The Daily Mail has decided to carry adverts for a gay internet company, despite initial concerns that they did not fit in with its conservative editorial stance.

The newspaper is running a Queercompany.com ad that shows two gay men, naked to the waist in a passionate embrace under the headline "I'm queer. And by the way, this is not an apology".

According to Queercompany chief executive Wanda Goldwag, the Mail had agreed to run another ad showing two women holding hands alongside the caption "No white wedding. Sorry mum", but refused the rest.

John Teal, the Mail's advertising director, said: "Whenever we are presented with contentious ads, editorial look over them as they have the ultimate say about what runs in the newspaper.

"It seems there have been some crossed wires between the advertising and editorial departments, but from my department's point of view we are running the ads and that's it."

He said today that he had never had a problem with the campaign and that, subject to negotiations on rates, all four of the ads would run.

Ms Goldwag told trade magazine Marketing that the Mail was the only newspaper to refuse to run all but one of the company's risque press ads following objections from the editorial department.