diff --git a/lib/discovery/advertise.go b/lib/discovery/advertise.go
index 67d43cb..a6a2ed0 100644
--- a/lib/discovery/advertise.go
+++ b/lib/discovery/advertise.go
@@ -13,6 +13,7 @@
 	"v.io/v23/discovery"
 	"v.io/v23/naming"
 	"v.io/v23/security"
+	"v.io/x/lib/vlog"
 	"v.io/x/ref/lib/stats"
 )
 
@@ -121,13 +122,24 @@
 	stats.NewStringFunc(statName, func() string { return fmt.Sprint(*adinfo) })
 	ctx, cancel := context.WithCancel(ctx)
 	var wg sync.WaitGroup
+	var lastErr error
+	isAdvertising := false
 	for _, plugin := range d.plugins {
 		wg.Add(1)
 		if err := plugin.Advertise(ctx, adinfo, wg.Done); err != nil {
-			cancel()
-			return nil, err
+			// Only log errors advertising just as long as it succeeds in at least one plugin.
+			// See https://github.com/vanadium/issues/issues/1404 for discussion on issues
+			// with more than 16 BLE advertisements.
+			vlog.Error("discovery: Unable to startAdvertisement for plugin: ", err)
+			lastErr = err
+		} else {
+			isAdvertising = true
 		}
 	}
+	if !isAdvertising {
+		cancel()
+		return nil, lastErr
+	}
 
 	stop := func() {
 		stats.Delete(statName)
diff --git a/lib/discovery/advertise_server.go b/lib/discovery/advertise_server.go
index 206a170..85cedaf 100644
--- a/lib/discovery/advertise_server.go
+++ b/lib/discovery/advertise_server.go
@@ -60,7 +60,6 @@
 				stop() // Stop the previous advertisement.
 				stop, err = advertiseServer(ctx, d, ad, newAddrs, suffix, visibility)
 				if err != nil {
-					stop()
 					ctx.Error(err)
 					return
 				}