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Kelowna Right to Life Society has unveiled its new billboard off of Highway 97 in West Kelowna.
The revised billboard replaces the group's previous ad that elicited complaints from the public.
“It's a change of gears and focuses on how abortion can hurt men as well,” said the group’s executive director Marlon Bartram.
In June, Ad Standards Canada ordered the removal of the previous billboard after reviewing whether the ad broke the agency's regulations.
"They determined the ad implied that women were getting abortions flippantly and that it was hateful towards women," explained Bartram.
"We weren't legally obligated to take it down, but we did decide to replace it."
According to Bartram, Kelowna Right to Life Society discusses and designs most of the billboards themselves and then decides which ones to put up.
"We expect that any ad we put up is going to challenged by the pro-abortion advocates, their reaction to any pro-life speech is to censor it," added Bartram.