Atheist transit ads in Kamloops a first in B.C.

Two Kamloops buses will be the first in B.C. to carry the controversial messages promoting atheism.

BC Transit has approved the ads, which will be seen on two buses in Kamloops for four weeks, beginning the week of April 11.

Identical ads will run on a pair of buses in Kelowna.

Similar atheist-based ads have been displayed on various transit vehicles across North America, drawing varying response.

In New York City, the Catholic League countered with Christian ads.

The ads, which are 2.5 feet high and 11.5 feet wide, cost $514 to run for four weeks and are being paid for by Centre for Inquiry, of which the Kamloops Centre for Rational Thought is an affiliate.

Kamloops director Bill Ligertwood hopes the ads will stimulate conversation about what he feels is an important topic.

“We are committed to a worldview which values evidence and reason as opposed to superstition and unsubstantiated claims about the supernatural,” he said.

For its part, BC Transit had no choice but to accept the advertising, based on its advertising policy (a copy of which can be viewed alongside this story at kamloopsthisweek.com), Canadian advertising  standards and the Canadian Charter of Rights and Freedoms.

“There is no legal reason for us to reject the ads,” said Joanna Linsangan, BC Transit’s manager of public relations. “We are certainly aware it will evoke some strong feelings. Like any other advertisement, it is not a reflection of what BC Transit, or the operating system, feels as a corporation.”

Linsangan noted an earlier B.C. Supreme Court ruling in a matter between BC Transit and the Canadian Federation of Students, in which the court found BC Transit’s advertising policy at the time placed undue restrictions on freedom of speech.

However, Linsangan added, the atheism ads will be removed if their arrival coincides with negative behaviour, such as vandalism or harassment of a bus driver.

BC Transit advertsing policy:

OBJECTIVE

The display of advertisements on BC Transit property which provides a safe and welcoming public transit system while generating revenue for BC Transit.

POLICY

1. The display of acceptable advertisements on BC Transit vehicles, property and in printed and electronic publications is accepted as a means of generating revenue for BC Transit.

2. Advertisements accepted for display on BC Transit property or in its publications shall conform to the standards and limitations from time to time adopted by the Board of Directors.

3. Unless authorized by the Board of Directors, BC Transit shall not endorse any product, service, cause, or proposition.

4. In determining the acceptability of any advertisement BC Transit will be guided by the general principles embodied in the attached Canadian Code of Advertising Standards, as may be amended by them from time to time (The Advertising Standards).

5. All advertisements must comply with the laws, statutes, regulations and bylaws in force in the Province of British Columbia.

6. Even if otherwise acceptable under this policy, advertisements which promote any alcoholic beverage product, company or brand must include an embedded message of social responsibility which occupies a minimum of 10% of the total advertising space.

7. Even if otherwise acceptable under this policy, advertisements which convey information about a meeting, gathering or event must contain the name of the sponsoring group, the name of the persons participating in the event and the location, date and time of the event.

8. Even if otherwise acceptable under this policy advertisements which portray any political, issue oriented, controversial or advocacy advertising shall comply with the Advertising Standards, be of a positive nature and clearly identify the sponsoring organization.

9. Election advertising which consists of candidate name, party, riding or jurisdiction, office sought, election date and slogan may be accepted, space allowing, during the designated election period and shall conform to all applicable provincial and federal acts with respect to such advertising.