I am glad it is the first time we have been forced to become aware of the 'religious convictions of the bakery directors' (so not the bakery shop assistants then, it would appear). I don't need to know about bakery directors' religious convictions, thank you. I just need to know that they run a bakery and can sell the bakery goods.
I can understand someone feeling that printing a picture to go on a cake might be 'endorsing' whatever campaign the cake is supposedly for, but I think that is a mistaken way of thinking.
If everyone applied their religious convictions about life choices other people make to their jobs we'd be in a right sectarian bigoted pickle. Oh, hang on, this is Northern Ireland, right? Nuff said on that score then.