Method, apparatus, and computer program product embodiments of the invention are disclosed to automatically advertise a change in service offering of a wireless first device in wireless networks. In an example embodiment of the invention, if there is a change in service offering of the first device that is connected to a wireless second device, the first device automatically generates a reassociation request frame and transmits it to the second device. In addition to the standard processing of the reassociation request frame, the second device considers the received reassociation request frame as a trigger to respond by transmitting a generic advertisement service request to the first device. The first device will then have an opportunity to transmit its updated and up-to-date service description to the second device in a generic advertisement service response frame. The second device buffers the first device's updated service description and makes it available to other wireless devices searching the network for services, to facilitate network selection.