Drones displayed Loblaw's PC Health chatbot ads over Toronto waterfront as 'dystopian' backlash grows

Drones displayed health-related questions above Toronto's waterfront Thursday night beginning around 11 p.m. in a 15-minute advertising campaign for PC Health, a free chat service owned and operated by Loblaw Companies Limited. The display included questions such as "Can Melatonin lose its effect?" "Do I really need 8 hours of sleep?" and "What are the symptoms of insomnia?" alongside a QR code.

PC Health says it uses Canadian clinical guidelines and provides a convenient way to ask health questions and get real-time information. Loblaw Companies said in a statement that the drone show was designed to illuminate "those moments of uncertainty" and that "Canadians have questions about their health and wellness and they're looking for trusted answers."

The campaign drew immediate criticism on social media and from local residents. Sean Galbraith, a local urban planner, called the ad "horrible" and "ironic." Speaking to CBC Radio's As It Happens on Friday, Galbraith said: "It being dynamic and having all that movement and being so large in the sky, it was a real problem. It was maximally disruptive." He added, with a note of irony: "Are you having trouble sleeping with a drone show buzzing in the night sky?"

Jessica Matheson, a west-end resident, heard about the ad through social media. While she found the product intriguing at a time of healthcare practitioner shortages and long wait times, she objected to the marketing approach. "This came out of nowhere. It was blatant advertising," Matheson said Toronto. "This is just literally plastered where everyone can see and not everyone wants to engage in constant advertisement."

Loblaw Companies said all required permits were obtained for the drone display. The city has not responded to inquiries about which permits govern aerial advertising or whether such campaigns face restrictions.