The City of Ottawa says crews will be removing unauthorized advertisements from some sidewalks downtown. In recent days, residents have noticed messages on sidewalks for PC Health, an app by Loblaw that includes an AI chatbot that answers health-related questions. A spokesperson for Loblaw called the campaign “a creative and unexpected way” to highlight health questions Canadians have. “Sidewalk art is a very common and fun tactic often used in marketing activations, and it was made with an eco-friendly chalk that will wash off with water,” Loblaw said. “PC Health launched a made-in-Canada AI health chat made specifically for Canadians, and we think they deserve to know about it. It’s based on Canadian clinical guidelines and overseen by a Canadian clinical advisory board.” In a statement to CTV News Ottawa, the city says it received at least two service requests regarding the ads. “Upon investigation, it was determined the markings were not authorized and we will be removing them in the coming days,” said Ian Ferguson, program manager of Waste Collections. “The Graffiti Management Bylaw No. 2008-01 prohibits the placement of marking on public property without proper notice and approval.” This comes after Loblaw was criticized for a late night drone show in Toronto in September advertising the app. On social media, Stittsville Coun. Glen Gower applauded the city statement on removing the ads. “Perhaps Loblaws could buy some ads in a local newspaper or on a bus or in a transit station. Both are 100% legal options that supports the local community too,” he said in a post on Bluesky. This is not the first time ads like this have caused controversy in Ottawa. In 2019, several advertisements for Disney’s “The Lion King” appeared on sidewalks and pathways in the city, including some National Capital Commission paths. The City of Ottawa said at the time that proper protocols were not followed for the advertisements.
