Initially, an ad from a Catholic hospital in St. Louis with the word Jesus was too controversial for ESPN. But ESPN reversed its stance and the TV spot did run. Is using the 'J' word becoming a no-no in today's politically correct advertising world?

Houston ad guru Bill Fogarty says stores say holiday instead of Christmas so as not to offend. But he says religion can't be totally shut out.

"I don't think you can universally say that 'we won't carry any advertising on behalf of religions or certain churches.'"

Fogarty says he finds nothing wrong with saying Jesus or Christmas, but he understands it can go too far.

"It's when they get into imposing dogma on a broad audience that it ruffles the sensitivities of a lot of people."

Fogarty says he's not aware of any Houston ads that have been rejected for being "too religious."