[.. On the other hand, consumers also have freedom of expression, which sometimes takes the form of “counter-advertising” to criticize a product or make negative comments about the services supplied. In this respect, simple means of expression, such as posting signs, are the optimum means of communication for these consumers. Given the tremendous importance of economic activity in our society, a consumer’s “counter-advertising” assists in circulating information and protecting the interests of society just as much as does advertising or certain forms of political expression. This type of communication may be of considerable social importance, even beyond the purely commercial sphere. By restricting the right to use this optimum means of expression to certain designated places, the impugned by-law directly infringes freedom of expression. This infringement impacts especially on the freedom of expression of a person who does not have access to substantial financial resources. Although the impugned provisions of the by-law were certainly not designed with a view to preventing a member of the public from engaging in “counter-advertising”, if the by-law is applied literally, its effect is to make it impossible for any individual to post signs criticizing the practices, products or services of a business.