Do Ontario ads cross the line?
In an era where the advertising industry faces unprecedented challenges, the infusion of significant government spending into advertising campaigns is not just welcome; it’s a lifeline.
A vivid example of this is the Ontario Government’s “It’s happening here” campaign, a venture injecting $8 million into the ecosystem of ad agencies, production houses, media planners, buyers, and the media. For an industry yearning for the golden days of lucrative ad space and time sales, this campaign is nothing short of a godsend.
Yet, the campaign, while ostensibly a celebration of “Team Ontario” and its accomplishments, has stirred controversy. Is it a judicious use of public funds, or a veiled attempt at partisan promotion by the Ford government? I see it as the latter.
The background of this debate is rooted in the legal standards set by the Government Advertising Act, notably amended in 2016. The act allows government communication intended to promote Ontario as an ideal place to live, work, invest, study, or visit. Moreover, most Ontario government advertising must be vetted by the Office of the Auditor General to ensure it does not veer into partisanship. However, the definition of partisan is nuanced, tailored to exclude explicit political endorsements but allowing for broad promotional messages about the province.
An advertisement is deemed partisan if it features the name, voice, or image of a member of the executive council or assembly. It’s also considered partisan if it includes a recognized party’s name or logo, directly criticizes a recognized party or assembly member, or significantly incorporates a colour associated with the governing party. Recall how Kathleen Wynne’s government faced accusations of favouring red autumn leaves and bricks in ads promoting government programs.
The Progressive Conservatives once criticized the 2016 reforms, promising a return to stringent controls. Yet, such promises remain unfulfilled, as evident in the auditor general’s 2023 report, which tagged $25 million of government ad spending as partisan.
Critics, including NDP Leader Marit Stiles, decry the spending on the “It’s happening here” initiative as wasteful, arguing that it serves more to embellish the government’s image than to provide genuinely useful information to the public. The hefty sum allocated to these ads underscores the perceived disconnect between government priorities and public interest.
In defending the campaign, Doug Ford’s administration emphasizes its intent to bolster provincial pride and economic confidence amid global uncertainty. However, this defence does not fully address the crux of the criticism: the thin line between promoting the province and promoting the party in power.
Professionals in advertising and marketing recognize the value and power of well-crafted campaigns to shape perceptions and drive narratives. Yet, the ethical dimensions of government-funded advertising call for a delicate balance.
Is it necessary to spend this much, including on airtime during the Grammy Awards, to foster pride and confidence? Proud of a place where “It’s all happening?” And the revelation that we already live in that place?
This campaign is running all across Ontario in newspapers, online, and on other media platforms. On Feb. 15, the same large space ad about jobs (700,000 more people are working today than in 2018 — when the Ontario PCs came to power) appeared in papers across the province, from the North Bay Nugget to The Chatham Daily News.
It’s noteworthy how the folks living in the Windsor area were served a different ad, one telling them that they already live in a place where there will soon be one of the first two electric vehicle battery plants in the country.
Is it information the local population needs to know? Or a geotargeted feel-good ad they will likely recall during the next provincial election?
As the ad legend David Ogilvy once said: “The customer is not a moron. She’s your wife.” And she can tell when taxpayer funds are being used for government advertising selling her a political brand.