Prime Minister Mark Carney makes a statement outside the Office of the Prime Minister and Privy Council in Ottawa, on July 21. Last year, Carney’s government shifted its advertising to put more emphasis on patriotic and economic messaging, which eliminated the Trudeau-era prohibition on ads that were self-congratulating or self-praising.Justin Tang/The Canadian Press
During the FIFA World Cup, the federal government spent $4-million to run TV ads to promote its economic programs. The majestic voiceover in one ad says this is Canada’s moment to “build better, stronger” – echoing language in the Liberal party’s Canada Strong election platform.
The campaign isn’t meant to inform Canadians about a specific service or program they can access, and the ads are only permitted due to a recent loosening of federal rules. It amounts to partisan messaging, paid for with your tax dollars.
Weaker advertising rules at the federal level and in some provinces are leading to a flood of messaging meant to boost the fortunes of ruling parties. It’s a dangerous abuse of power, and if left unchecked, it will have a negative impact on democracy.
Last year, Prime Minister Mark Carney’s government shifted its advertising to put more emphasis on patriotic and economic messaging. A quiet policy change eliminated the Trudeau-era prohibition on ads that were self-congratulating or self-praising. Elected officials still aren’t allowed to appear in ads, but political slogans can now be used if they are incorporated into government programs or initiatives.
As a result, the federal government has been running ads in the Super Bowl and Winter Olympics with similar messaging to what was used on the campaign trail. The advertising allocation for the current fiscal year was $115-million.
The Liberals are blurring the lines between their party, the federal government, and Canada itself to gain a future electoral advantage. It’s a continuation of the long running hubris of the Liberal Party, which has equated the party’s views with Canadian values and patriotism, something that rankles patriotic Canadians of other political stripes.
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In weakening advertising rules, the federal Liberals followed in the footsteps of their Ontario counterparts. In 2004, then Liberal premier Dalton McGuinty banned self-promotional ads and gave the auditor-general responsibility for approving campaigns, but his successor, Kathleen Wynne, watered down the rules. In 2018, Doug Ford’s Progressive Conservatives promised to reverse the changes, but as Premier, he has ramped up flattering advertising.
A December auditor-general report said the Ontario government spent a record $111.9-million on TV, digital, radio, print and outdoor advertising in the 2024-25 fiscal year. Spending on government advertising generally correlates with provincial elections, the report notes.
The auditor-general said campaigns such as “It’s Happening Here,” which raised awareness of Ontario’s electric vehicle supply chain, wouldn’t have been allowed under previous rules. “They did not include information about services and programs, but rather appeared designed to improve Ontarians’ impression of the current state of Ontario, the subtext of which promotes the governing party,” the report said.
Ontario spends record $112-million on advertising, A-G report says
The Ford government also went as far as capping third-party spending on political ads to $600,000 in the year before an election campaign; the previous time period was six months. The move, which was a blow to union-backed groups opposing Mr. Ford, was overturned in court.
The escalation of government advertising is not just a waste of money. These ads can unfairly tip the scales in the run-up to an election, given the party in power can blitz the public with messages without fundraising or following campaign finance rules. Often incumbents have an idea when they might call an election, so they can get their messages out ahead of the race.
The misuse of funds can have a big impact. Most elections are decided by 5 to 10 percentage points, says Duff Conacher of Democracy Watch. A compelling ad campaign that shifts half of that vote margin can change the result, allowing the party in power to win based on taxpayer-funded propaganda.
Ontario should revert to its previous advertising laws, and give the auditor-general the power once again to block partisan ads. Federally, Ottawa should bring back tougher rules and formalize them into law, so they aren’t just guidelines that can be easily changed.
Elected officials need to remember that the party in power is merely the custodian of the government, not its owner. They’ve been entrusted with power temporarily; attempts to take advantage of that privilege for partisan gain are abuses of power.
Editor’s note: A previous version of this article incorrectly stated that the federal government’s advertising allocation for the first quarter of the current fiscal year was $115-million. That is the sum allocated for the entire fiscal year.