CAMPBELL RIVER, BC – Feb 1, 2024 - The BC Salmon Farmers Association (BCSFA) expresses gratitude to Pattison Media for taking swift action to stop airing a factually incorrect radio advertisement by Wild First, an anti-salmon farming organization.

In the advertisement, Wild First claimed that wild Pacific salmon are “on the brink of extinction.” This sensationalist claim is false, with recent research and peer-reviewed studies confirming a record-high abundance of wild Pacific salmon in the ocean since recorded history. The advertisement then called for the removal of ocean salmon farms to protect wild Pacific salmon.

“False advertisements by Wild First mislead the public, particularly consumers who rely on accurate information to make informed choices about their food,” says Brian Kingzett, Executive Director of the BCSFA. “The spread of this misinformation undermines the significant contributions salmon farming provides to our communities, economy, and environment and is unfair to the hardworking professionals who contribute to this sector.”

Salmon farming plays a vital role in supplying a healthy and sustainable protein to consumers worldwide. British Columbia's salmon farmers are recognized globally through the Coller FAIRR Protein Producer Index for their commitment to sustainability and responsible aquaculture practices. They adhere to stringent regulations and follow best management practices to ensure the well-being of their fish, wild Pacific salmon, the surrounding marine environment, and the communities in which they operate. Canada's best science and multiple commissions and federal studies continue to support that farming salmon does not present more than minimal risk to wild Pacific salmon.

This is not the first time Wild First advertisements have been removed due to false information. The Canadian Aquaculture Industry Alliance (CAIA) recently announced that Wild First’s anti-salmon farming billboards around Ottawa were removed due to false advertising. CTV News Vancouver also removed a news segment with anti-salmon farming advocates that contained false information, after the BCSFA filed an official complaint

“The continued spread of misinformation by Wild First and other anti-salmon farming organizations emphasizes the need for responsible advocacy based on facts and science,” says Kingzett. “We commend Pattison Media for their commitment to promoting accurate information and ensuring that false advertising is promptly removed.”

The BCSFA remains committed to promoting accurate and science-based information regarding salmon farming. We urge the public to seek reliable sources and engage in open dialogue to better understand the benefits and sustainable practices of this vital sector.


BC salmon farmers are committed to reconciliation, and all farms operating in BC are currently done in agreement, negotiation, or established partnerships with First Nations in whose territories we operate. These agreements are founded upon recognizing First Nations’ right to exercise jurisdiction over the land, resources, and waters within their territories.

Farm-raised salmon generates over $1.2 billion for the provincial economy supporting thousands of jobs. Additionally, farm-raised salmon provides a nutritious and sustainably produced protein with a low carbon footprint that contributes to Canada’s food security and Blue Economy.

The BC Salmon Farmers Association represents over 60 businesses and organizations throughout the value chain of finfish aquaculture in BC. Our members account for over 95% of the annual provincial harvest of farm-raised salmon in British Columbia.

For more information, visit

BC Salmon Farmers Association Website