A city council has declared its city hall will "never" fly a Pride flag outside its building.
Reform-controlled Sunderland City Council vowed instead to fly the St George's Cross and Union Jack all year instead.
The local party said they would solely brandish flags which "represent our country, heritage and wider community".
Cabinet member for culture, tourism and heritage Ciera Hudspith said: "Any flag flown outside a governing body should represent our nation and our country as a whole, not a sectional interest."
Ms Hudspith added the choice had "nothing to do with sexuality" following Thursday's decision where the local councillors hoisted the St George's Cross.
"Pride stopped being solely a celebration of gay rights a long time ago," she continued.
"It has increasingly become a political event used to promote certain ideologies that many people, including many within the LGBT community, want no part of.
"Residents are welcome to celebrate in any way they feel appropriate, however, we remain firm in our stance that this is not a priority for us."
The flag of England will now fly outside Sunderland City Hall 365 days a year, the council declared
|But critics have warned the move to "never" fly the Pride flag is "sending the wrong message".
The original rainbow flag was whipped up by San Francisco artist and activist Gilbert Baker back in June 1978 during the San Francisco Gay Freedom Day Parade.
The regional organisation responsible for the area's Pride celebrations slammed the Reform-led decision and admitted they were "very disappointed".
OUT North East CEO Peter Darrant insisted the Pride flag has become a symbol of "community, inclusion and belonging" after previously being born from a protest movement in the 1970s and 1980s.
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The flag was created back in 1978
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Mr Darrant said: "For many people, seeing it displayed publicly is a sign that they are welcome, valued, and supported."
He even warned that outlawing the flag could "risk sending the wrong message to investors, partners, organisations, and visitors who increasingly expect places to demonstrate that they are modern, inclusive, and welcoming communities".
Reform UK stormed to victory in the Local Elections back on May 7 and brought 50 years of Labour control to an end.
Nigel Farage's party needed just 38 seats to lock down the council but won 20 more while the former leader of the council was among the Labour losses.
"We need to make sure we do not betray that trust and we need to deliver for the people of Sunderland and for Washington and Houghton," one Reform councillor said.
Labour's Sunderland Central MP Lewis Atkinson claimed the massive electoral loss was down to people being "unhappy with the national picture".
Labour's grip on the council fell to just five councillors on the authority, losing 58 seats overnight.
He continued: "I think people recognise Sunderland is a city on the up and there has been some really good work done by the Labour Council working together with the Labour government but ultimately national factors were the determining factor here.
"We need to make sure we do not betray that trust and we need to deliver for the people of Sunderland and for Washington and Houghton."