"Alec Baldwin still needs to take real action," says GLAAD spokesman Rich Ferraro. "MSNBC has sent a message that anti-gay slurs carry consequences, and that's an important standard to uphold at a time when LGBT people continue to face disproportionate levels of bullying and violence just because of who they are."

Baldwin has both denied and apologized for his slur—at one point insisting he said "cocksucking fathead" (which is so much better.)

In a statement on MSNBC.com, Baldwin said:

I did not intend to hurt or offend anyone with my choice of words, but clearly I have – and for that I am deeply sorry. Words are important. I understand that, and will choose mine with great care going forward. What I said and did this week, as I was trying to protect my family, was offensive and unacceptable. Behavior like this undermines hard-fought rights that I vigorously support. I understand “Up Late” will be taken off the schedule for tonight and next week.

I want to apologize to my loyal fans and to my colleagues at MSNBC – both for my actions and for distracting from their good work. Again, please accept my apology.

Let's not be coy, Alec—clearly you wanted to hurt and offend that paparazzo.

Baldwin's clumsy PR spin including touting his relationship with his gay hairdresser Nick Verrios, whom he paraded before the press on Friday. "He has a very big gay following," says Verrios. "We love him more now. We always love a drama-filled story."

Ugh, not that kind of drama.