Anti-abortion billboards in West Kelowna to be removed after pro-choice campaign prompts ad policy change

A dispute over abortion-related messaging on prominent billboards in West Kelowna, B.C., has led to a major policy change by one of the companies that controls advertising along Highway 97.

B.C. Billboards has confirmed it will no longer display advertisements that either support or oppose abortion, following pressure from local pro-choice advocate Sophie Harms. As a result, existing anti-abortion billboards placed by the Kelowna Right to Life Society will be removed once their current contracts expire.

The change follows Harms’ attempt earlier this year to purchase billboard space for a pro-choice message promoting abortion as safe, normal, and common. She approached both B.C. Billboards and Pattison Outdoor Advertising, which manage most of the high-profile billboard locations on Westbank First Nation land near West Kelowna.

Both companies ultimately declined her request. Pattison cited a longstanding policy against ads involving controversial issues such as abortion. Harms said B.C. Billboards initially did not respond and later refused her request as well — despite the company’s history of displaying anti-abortion billboards.

“These billboards have been around for so long that people almost stopped questioning them,” Harms said. “That’s what made it so shocking to be told a pro-choice message wasn’t acceptable.”

After the refusals, the B.C. Humanist Association stepped in to support Harms and connect her with legal counsel. The association argued that the situation raised concerns under the B.C. Human Rights Code, which prohibits discrimination based on sex and includes pregnancy-related health care such as abortion.

Legal letters challenging the billboard companies’ decisions were sent, and shortly afterward B.C. Billboards confirmed it would revise its advertising policy.

In an email to legal counsel, company president Jim Wannop stated that B.C. Billboards will no longer display either pro-life or pro-abortion advertising, and that existing ads on those topics will be removed when current contracts end.

Harms said she considers the outcome a victory, even though her ad will not appear.

“It’s not exactly what I initially hoped for, but it’s still a meaningful win,” she said. “These ads will no longer dominate the landscape without challenge.”

The Kelowna Right to Life Society, which has relied on billboard advertising along Highway 97 for years, says it is now seeking clarity on what the new rules will mean for future campaigns. In recent years, the society expanded its messaging to oppose medical assistance in dying (MAID) in addition to abortion.

Spokesperson Marlon Bartram said the group currently has two advertisements under contract that are expected to expire in about six months.

“They’ve treated us fairly in the past, and we would like to continue if possible,” Bartram said. “We believe public debate on difficult issues is important.”

With billboard access now restricted, the society says it will continue its advocacy through weekly hospital-area rallies and online outreach.

Meanwhile, Harms is exploring other ways to spread her pro-choice message, including transit ads, poster campaigns, and potentially partnering with a private landowner to build an independent billboard.