A checkout counter belt cover for displaying information, including advertising information. The cover is formed of a stretchable material and includes at least one printable surface. The cover is releasably attachable to a checkout counter belt such that it substantially covers the entire belt but without affecting standard belt movement. A perimeter attachment component and a width attachment component are removably affixed to the belt. One end of the cover is releasably affixed to the width attachment component. As the belt is moved, the cover is releasably affixed to the perimeter attachment component. As one rotation of the belt is completed, the opposite end of the cover is releasably affixed to the width attachment component adjacent to the one end of the cover.