You know what we’re about. YourChoiceHalifax.com is proudly a pro-choice organization. You see it in our ads that appear on Halifax Transit: they say “We are pro-choice!” loud and clear. You can always visit the website and contact our services and trust that you are getting the best access to up-to-date pro-choice services in Nova Scotia and the Maritimes.

We have nothing to hide.

However, various organizations are not as upfront. They pose as “pregnancy crisis centres" in their bus ads but omit that they are anti-choice and do not provide scientifically accurate information about abortions. Frequently they are financially backed by religious groups that do not approve of abortions. They advertise on the bus, targeting minors, people who are low income, and students who are new to Canada who may not know the ins and outs of the Canadian healthcare system yet.

This is predatory behaviour.

It's not okay to deliberatly mislead and shame people.

The Canadian Code of Advertising Standards states:

"1. Accuracy and Clarity

In assessing the truthfulness and accuracy of a message, advertising claim or representation under Clause 1 of theCode the concern is not with the intent of the sender or precise legality of the presentation. Rather the focus is on the message, claim or representation as received or perceived, i.e. the general impression conveyed by the advertisement.

(a) Advertisements must not contain inaccurate, deceptive or otherwise misleading claims, statements, illustrations or representations, either direct or implied, with regard to any identified or identifiable product(s) or service(s).

(b) Advertisements must not omit relevant information in a manner that, in the result, is deceptive."

We, the undersigned, understand and support freedom of speech. We may not approve of anti-choice ads, but we understand that they are legal. However, we cannot support junk science. We cannot support shaming. We cannot support deceit, especially when it comes down to something as important as the right to choose.

Without access to accurate information, there is no choice.

A complaint has been submitted to Advertising Standards Canada regarding several of these ads. We the undersigned want to ensure that the complaint is taken seriously and we want to set precedent for future ads.

If you are advertising ‘pregnancy crisis’ services, you should be required to explicitly state if you have an anti-choice (or “pro-life”) background. The background can be defined as having a goal of persuading people attempting to access healthcare to a specific outcome.

Pro-choice organizations support the right to chose: whether that parenting, adoption, or abortion. We know people make the right decisions for them when they access accurate information.

Although the complaint was filed about Halifax-specific ads because of the nature of Advertising Standards Canada’s complaint form, we are looking to set a national precedent and we appreciate support from all over. Pattison Outdoor manages transit and other outdoors ads nation-wide.

We are pro-choice. We are proud of being pro-choice.

‘Pro-life’ organizations should be just as clear.

-Allison Sparling 
Campaign coordinator YourChoiceHalifax.com