Bill 31, A Better Deal for Consumers and Businesses Act, proposes several changes to better protect Alberta consumers making large purchases—like concert tickets, vehicles, or maybe veterinary care for a pet. But those in the vet medical field say the proposed amendments would turn their profession into a commodity and degrade their service.

If passed, the bill would mandate the disclosure and authorization of fees before any veterinary service is administered, and enable the advertising of fees for domestic animals, as specified by the new legislation. It also would make regulations regarding fee advertising in Alberta more similar to those of B.C. and Ontario.

The Alberta Veterinary Medical Association is concerned that such changes would result in aggressive marketing and pricing strategies, and encourage pet owners to look for cheap, rather than quality, service.