British Columbia·NewA dispute over abortion messaging on high-profile billboards in West Kelowna, B.C., has led to a major policy shift by the company that controls the signs. Kelowna Right to Life Society has long used billboards along B.C.’s Highway 97 for anti-abortion campaignsBrady Strachan · CBC News · Posted: Dec 10, 2025 10:00 AM EST | Last Updated: 30 minutes agoListen to this articleEstimated 4 minutesThe audio version of this article is generated by text-to-speech, a technology based on artificial intelligence.The Kelowna Right to Life Society has been purchasing billboard space along Highway 97 in West Kelowna for several years as part of their anti-abortion campaigns. Now, the company that sells ad space along the stretch says it will no longer run advertising related to abortion. (Brady Strachan/CBC)A dispute over abortion messaging on high-profile billboards in the West Kelowna, B.C., area has led to a major policy shift at a company that controls many of the signs.B.C. Billboards said it will no longer display ads supporting or opposing abortion, after a pro-choice advocate challenged its long-standing practice of selling billboard ad space for the Kelowna Right to Life Society’s anti-abortion campaigns. The decision came after Sophie Harms, a local pro-choice advocate, tried earlier this year to purchase billboard space for her own message.Harms approached B.C. Billboards and Pattison Outdoor Advertising, the two companies that sell ad space for billboards located along the sides of Highway 97 on Westbank First Nation land near West Kelowna.Sophie Harms was not able to get her pro-choice ad on a billboard, but says she is pleased the anti-abortion ads will be coming down, following a policy change at B.C. Billboards. (Brady Stachan / CBC)However, both companies eventually refused her request. Pattison cited a policy of not accepting ads involving controversial topics such as abortion, and Harms said B.C. Billboards did not respond to her request at the time and later refused her, despite the company’s history of allowing anti-abortion billboards.”[Anti-abortion billboards] have had such a long-standing presence that they’ve almost been taken for granted,” Harms said.”And that is why it’s shocking [these companies] refused the idea of having a pro-choice billboard … It’s not OK.”B.C. Humanist Association gives legal supportAfter learning about the refusals the B.C. Humanist Association stepped in, connecting Harms with legal counsel.”She wanted to put up billboards saying that abortion is safe, normal and common,” said executive director Ian Bushfield. “We thought that was great. That was a fantastic initiative and one that we wanted to get behind.”The lawyers provided guidance and helped craft arguments in emails to the companies challenging their decisions. They cited protections under the B.C Human Rights Code, which prohibits discrimination on the basis of sex — including pregnancy-related health care such as abortion, Bushfield said.Ian Bushfield, head of the B.C. Humanist Association, is seen in this 2022 file photo. His organization connected Harms with lawyers in the case. (Sohrab Sandhu/CBC)Policy change at B.C. Billboards While the companies ultimately did not run Harms’ ad, the pressure contributed to B.C. Billboards confirming it would change its policy regarding abortion ads.The B.C. Humanist Association provided CBC News with an email sent by B.C. Billboards president Jim Wannop to one of the lawyers involved in the case.In the email, Wannop confirmed the policy change, saying “we will no longer be advertising pro-life or pro-abortion advertising. Any existing ads to that effect will be removed at the end of their contract.”CBC News reached out to Wannop by email and phone requesting an interview, but did not hear back.Harms said she is pleased with the policy change, even if it wasn’t the outcome she was seeking.”It is absolutely a victory,” she said. “When I started this campaign, I had low expectations. But I’m constantly surprised at the success.” B.C. Billboards sells much of the ad space along Highway 97 near West Kelowna, B.C. (Brady Strachan/CBC)’We would like to continue’The Kelowna Right to Life Society has relied on billboards along Highway 97 for years to share its anti-abortion campaigns. In recent years the society has expanded its advocacy to oppose medical assistance in dying (MAID) and dedicated billboard ads to the cause.Spokesperson Marlon Bartram said the group is seeking clarity from B.C. Billboards about the new policy.
Anti-abortion billboards in West Kelowna to come down after pro-choice advocates push
