Campaign accused of ‘blurring the lines’

POLITICS: Adverts to promote Scotland were pushing SNP’s policies, say Tories

Scottish Government agencies have been accused of “blurring the lines” between party and country after using taxpayers’ cash to promote a campaign featuring key SNP initiatives to voters in Scotland.

VisitScotland and Scottish Development International spent almost £500,000 to advertise Scotland Is Now on YouTube.

The £6 million campaign, which features SNP milestones like the Queensferry Crossing and Baby Box initiative, was described by bosses as “a new world of destination marketing”.

But eyebrows were raised after voters north of the Border started seeing the adverts on social media.

Official materials that officials say are designed to entice visitors and investment include details of Scottish Government pledges on refugees, SNP-backed Holyrood consultations on LGBT issues, and promises to increase free childcare.

A section of the campaign’s website reads: “Sir Walter Scott’s romantic histories of Scotland in poetry and prose are credited with creating the Scottish tourist industry, and reinvigorating Scottish nationalism and interest in Scottish history.”

The two agencies paid nearly £150,000 for a “takeover” of the UK YouTube homepage in April. Along with a masthead banner, the campaign seems to have been promoted in Scotland with “in-stream” adverts, short clips at the start, middle or end of videos.

Officials denied the campaign was targeted at Scottish voters specifically, claiming it was not possible to promote some elements solely to people in the south of England, which they described as the “target market” in the UK.

But YouTube’s audience settings let firms “target people by location” and in “specify countries, regions and cities”.

The Courier requested a list of “all audience targeting information used by Visit Scotland to promote the Scotland is Now campaign” under Freedom of Information legislation to determine where the adverts had been targeted.

This was not supplied by either agency and is now being officially appealed.

Scottish Conservative chief whip Maurice Golden said the SNP were “forever blurring the lines between government and party political aims” and voters “won’t accept the SNP using taxpayers’ money to push their own selfish, separatist message.”

VisitScotland insisted the campaign reflects a goal to “stimulate economic growth and position Scotland as a bold and positive country”. It said paid for advertising included “promotion on YouTube in the form of a YouTube Masthead...which is only available on a UKwide basis.”

A spokeswoman added: “The remainder of the YouTube activity and all other digital activity was – and is – targeted to London, New York and San Francisco.”

It did not explain further why in-stream adverts were shown to Scottish voters. Scottish Development International was also asked for comment.

The Baby Box, a key policy of the Scottish Government, is included in the film shown on YouTube.

A still image from the advertising campaign that was run by VisitScotland and Scottish Development International to promote Scotland.