RICHMOND, Va. (AP) – Gay and lesbian activists are urging a boycott of Virginia because of a new ban on civil unions and other marriage-like arrangements for same-sex couples.

VirginiaisforHaters.org, a website created by two Seattle men, urges people not to buy products or services from Virginia-based companies and suggests tourists visit states that are friendlier to gays and lesbians. The name is a play on the state’s tourism motto, “Virginia is for Lovers.”

Another group, Make Love Legal, is urging a boycott of the 400th anniversary celebration of the founding of Jamestown in 2007. The state is expecting millions of visitors for the yearlong event.

“This whole idea is: Don’t spend your money in a place where people hurt you,” said Diane Horvath, a Richmond attorney spearheading the Jamestown initiative. “My family wanted to come to Jamestown and I said under no circumstances will I plan another vacation in this state until this state wants me here.”

The new law amends the state’s Affirmation of Marriage Act, which prohibits civil unions and other arrangements “purporting to bestow the privileges of marriage.” Gays and lesbians fear it may interfere with legal contracts between people of the same sex, such as powers of attorney, medical directives and wills.

Many gay rights supporters and legal scholars say it is the most restrictive anti-gay law in the nation.

Virginia’s leading gay rights organization, Equality Virginia, is planning a legal challenge, as well as statewide protests on June 30, the day before the law takes effect. Republican Attorney General Jerry Kilgore has vowed to defend the law’s constitutionality.

Gays and lesbians say, however, that a boycott could make Virginia suffer economically while a challenge winds its way through the courts.

Jay Porter and his partner David Smith, the Seattle-based creators of VirginiaisforHaters.org, said boycotts have proven effective in the past. They pointed to the success of a nationwide boycott of Colorado in 1992 that cost the state an estimated $40 million in lost revenue.

“This is a national issue,” Porter said in a telephone interview. “Someone came up with this really punitive legislation and got it through the state Legislature and in my mind, that could happen just about anywhere in the U.S.”

A primary corporate target of Porter’s site is the clothing retailer J.Crew, which he said has an identifiable gay and lesbian market base and a customer service and distribution center in Lynchburg, Va.

The site, which has registered 70,000 hits since its launch at the end of April, also targets companies that have contributed to the campaign of the bill’s sponsor, Republican Del. Robert Marshall of Prince William. Porter notes that Altria, which owns Richmond-based tobacco giant Philip Morris, contributed $500 to Marshall’s campaign in 2003, and electricity provider Dominion Virginia Power gave Marshall $1,000.

New York-based J.Crew declined to comment on the boycott, but Altria spokesman David Sylvia said his company contributes to both Democrats and Republicans and offers domestic partner benefits to all its employees.

Marshall believes the threat of economic harm to Virginia is remote.

“If they don’t like the expression of the will of the people of Virginia, they don’t have to come here,” he said. “This was done by freely elected representatives.”

Alisa Bailey, president and CEO of the Virginia Tourism Corporation, said a few people have contacted her office saying they were canceling vacation plans in Virginia because of the law.

“Obviously we are concerned about anything that might potentially impact the industry’s viability,” she said. “But Virginia is a very hospitable state; it is open for business.”

Democratic Gov. Mark R. Warner tried to amend the bill during the legislative session to make it less restrictive, but lawmakers rebuffed his attempts by veto-proof margins.

“Governor Warner has devoted considerable time and effort to promoting Virginia tourism, and this certainly will not help,” said Warner spokesman Kevin Hall.

Several large conventions pulled out of Colorado in the early 1990s after voters in that state approved an amendment prohibiting state and local governments from enacting laws that grant civil rights to gays and lesbians.

The Colorado Supreme Court eventually declared the amendment unconstitutional.