A billboard advertisement just outside Nelson91Ƶs city limits that questions COVID-19 vaccines and mandates has been ruled to be in contravention of Canadian ad standards.
The billboard, which shows two children and advertises the website for Vaccine Choice Canada, was paid for by Kootenay Freedom, a West Kootenay-based group that describes itself as supporting 91Ƶmedical freedom, vaccine choice, informed consent, privacy rights, unbiased journalism, transparent science, free speech, democracy and the opening of the economy.91Ƶ
A complaint about the ad91Ƶs content was lodged last August with Ad Standards, which administers the Canadian Code of Advertising Standards.
In a Dec. 7 decision, Ad Standards found the image 91Ƶplays upon fears to mislead consumers,91Ƶ 91Ƶmade inaccurate and otherwise misleading claims,91Ƶ and 91Ƶdisplayed a disregard for safety by encouraging unsafe or dangerous practices through discouraging vaccinations, recognized as an important and necessary pandemic public health measure.91Ƶ
By doing so, the ad contravenes three clauses of the advertising code.
Matt Wynne, the Nelson resident who made the initial complaint about the billboard, said he was pleased with the ruling91Ƶs outcome but remains concerned by its influence over people who are hesitant to receive a vaccine.
91ƵI think it91Ƶs important that we live in a free society,91Ƶ said Wynne. 91ƵIt91Ƶs great for people to get freedom of choice about whether to get vaccinated or not. But those choices need to be made with factual information and not be influenced by manipulation. And that billboard is manipulative.91Ƶ
In an email to the Nelson Star, Kootenay Freedom91Ƶs Kevin Shaw said he views the ad in two parts.
On the right-hand side, it encourages questioning of safety mandates because 91Ƶthese measures are inarguably having a detrimental effect on our children.91Ƶ The other side, Shaw said, 91Ƶencourages its viewers to familiarize themselves with the dangers associated with the COVID-19 vaccines.91Ƶ
91ƵThe Ad Council seems to be saying that the degree of danger must be proved to them to their satisfaction as if they are some sort of arbiter of truth,91Ƶ added Shaw.
91ƵI reject the notion that this Ad Council is in any way qualified to make a judgement such as this, or even that it is their role to do so.91Ƶ
Health Canada91Ƶs National Advisory Committee on Immunization recommends that children ages five to 11 receive Pfizer91Ƶs vaccine.
Despite the ruling, there is nothing preventing the billboard ad from staying put.
Ad Standards can91Ƶt compel Kootenay Freedom to change or take down the ad, and is limited to . That ruling also cites Vaccine Choice Canada, not Kootenay Freedom, as the advertiser.
Vaccine Choice Canada did not reply to requests for comment.
Wynne said he believes the ad is an embarrassment for the city, and contributes to misinformation about the pandemic.
Seventy-eight per cent of people in the Nelson local health area ages 12 and older have received at least two vaccine doses as of Jan. 25, according to the B.C. Centre for Disease Control. Only 36 per cent of children ages five to 11, however, have had their first dose.
A crowd of hundreds, meanwhile, in downtown Nelson on Saturday.
91ƵIt91Ƶs very easy for things that look legitimate to get out there and really confuse people,91Ƶ said Wynne. 91ƵI think it seems like there91Ƶs a lot of that happening in our community for one reason or another, and it91Ƶs worrying.91Ƶ
READ MORE:
91Ƶ
91Ƶ
91Ƶ
| tyler.harper@nelsonstar.com
Like us on and follow us on .