Dying with Dignity Canada, an assisted suicide advocacy organization, has spent nearly $1 million in advertising on Meta, the parent company of Facebook and Instagram.

Key Takeaways:

• Canada legalized Medical Assistance in Dying (MAiD) in 2016.

• It is estimated that there were 17,000 deaths from MAiD in Canada in 2025 alone.

• Dying with Dignity Canada is reportedly running ads on Meta promoting MAiD.

The Details:

Kelsi Sheren, a Canadian combat veteran and CEO of Brass & Unity, has regularly spoken out against the spread of MAiD, including recently testifying before the House of Commons Standing Committee on Veterans Affairs. She recently shared an article and video on her Substack exposing the amount of money Dying with Dignity Canada is spending on advertising, and how it has turned to social media to promote MAiD.

According to financial documents, Dying with Dignity Canada spent over $1 million on advertising in 2025, including for ads run on Meta, the parent company of Facebook, Instagram, and Threads.

"On Facebook and Instagram alone, it showed $720,000 since July of 2019," Sheren said. "Up more than 100,000 since I checked one year ago. And the ad count, are you ready for this? 6,782. 6,782 ads promoting death to you. Now, that number on its own, seven years, that's roughly two-and-a-half times a day — weekends, Christmases, national awareness weeks, dedicated to the exact opposite message."

Despite Meta's policy banning promotion of suicide, Sheren said Dying with Dignity Canada was able to skirt that rule as Canada removed MAiD as a classification of suicide:

"What would be an offense to counsel became a medical service to provide. Health Canada doesn't call it suicide. It's not even listed as a cause of Canadian death on the death certificates.

Nope. It was a word that was removed at every level of the system.

So when Dying with Dignity Canada submits the ad number of 6,783 tonight, what does Meta's review see? Not a violation of a suicide policy, friends. They see a registered charity, a legal medical service approved and two and a half times a day for seven years. The rule didn't fail. The definition did."

Why It Matters:

Sheren pointed out that anti-suicide advocacy organizations have to be extremely careful about how they phrase their messaging. Yet for pro-assisted suicide groups, the most vulnerable people are explicitly targeted.

"The marketing of assisted death runs with no equivalent guardrails at all, aimed by nature, of who this messaging is for: at the sick, the old, the disabled, the depressed, the alone," she said. "And the exact people the guideline exists to protect. One category of death messaging is whispered, hedged, and the other is hot stamped."

The hyper-promotion and acceptance of MAiD in Canada has certainly been successful; an estimated 17,000 people were killed in 2025 alone, and deaths from MAiD now make up five percent (5%) of all deaths in Canada. The country is slated to allow MAiD for mental illness in 2027.

Reports have shown that people have been offered MAID for reasons like poverty, homelessness, and an inability to access disability or mental health services; already, over a fifth of applicants claim “isolation or loneliness” as reasons for their request to die.

The Bottom Line:

It's already troubling that vulnerable people are getting told to consider MAiD by the health care system. Now, they'll also be faced with social media suggesting that suicide is dignified and worthwhile.