Stronger rules for Ontario government ads

Summary#

• This bill would change Ontario’s rules for government advertising. It restores stronger, independent review by the Auditor General and brings back limits on ads near elections.

• The goal is to stop taxpayer-funded ads that help the party in power and to make government ads clearer and less political.

• Key changes:

  • The Auditor General must review government ads, printed materials, and messages before they run, and the government cannot use them if the Auditor General says they do not meet the rules.
  • Ads must say they are “paid for by the Government of Ontario.”
  • Ads cannot include the name, voice, or image of a cabinet minister or MPP, except when the main audience is outside Ontario.
  • Ads must not be partisan (promote the political interests of the governing party) or aim to boost the image of the governing party or attack its critics.
  • Most government advertising is banned during election periods, with limited exceptions (for example, time‑sensitive notices).
  • This would take effect on a date set by the provincial government.

What it means for you#

• Ontarians and taxpayers

  • You should see fewer political-style government ads, especially close to elections.
  • Government ads will include a clear note that your tax dollars paid for them.
  • Ads will not feature cabinet ministers or MPPs (names, voices, or photos) when aimed at Ontario audiences.

• Voters during elections

  • Government ads would mostly stop during an election campaign and for 60 days before a fixed-date election, unless the ad is time‑sensitive or meets limited exceptions.
  • This is meant to reduce the advantage of the party in power during the campaign period.

• Government staff and agencies

  • You must send ads, printed materials, and messages to the Auditor General before use and wait for a response.
  • If the Auditor General does not answer within a set time, the item is treated as approved. If the Auditor General says it fails the rules, you cannot use it.
  • Any revised versions must also be reviewed before use.

• Media and advertising firms

  • You may face pauses or cancellations for government ad buys during election blackout periods.
  • Production timelines may be longer due to the required pre‑clearance and possible revisions.

• Organizations outside Ontario

  • Government ads aimed mainly at audiences outside Ontario may include ministers or MPPs by name, voice, or image. Other rules still apply.

Expenses#

No publicly available information.

Proponents' View#

• Restores a strong, independent check on government advertising and helps prevent partisan ads paid for by taxpayers.
• Improves trust by requiring clear “paid for by the Government of Ontario” labels and banning politician images in Ontario‑focused ads.
• Election blackout periods reduce unfair advantages for the governing party.
• Brings back rules similar to those used before 2015, which supporters say worked better.
• Could lower waste by stopping ads whose main goal is to promote the party in power.

Opponents' View#

• The “in the opinion of the Auditor General” test may be subjective and could block legitimate public‑information ads.
• Pre‑approval could slow down communications, especially for fast‑moving programs; the “time‑sensitive” exception may be unclear.
• Limits on advertising near elections might hinder the government’s ability to inform the public when many decisions happen.
• Puts more power in the hands of an officer of the Legislature rather than elected officials.
• Compliance and rework could add administrative costs and delays for government and vendors.