Ontario set a new spending record of $112 million on taxpayer-funded advertising last year, with 38% of the campaigns focused on creating a positive image of Premier Doug Ford’s government before the snap election. Auditor General Shelley Spence revealed these details in her latest annual report, highlighting a $8.4 million increase from the previous year’s government ad expenditure. The analysis covered the 2024-25 fiscal year, encompassing the period leading up to the provincial election that secured a third consecutive majority win for the Progressive Conservatives.
Spence emphasized that there is typically a surge in government advertising before elections, and this instance was no exception. She identified nine campaigns, totaling $43 million, where the primary aim was to promote a favorable perception of the government or lacked evidence to support their claims. The core principle, according to Spence, should be to provide informative content to Ontarians, not merely promotional material for the ruling party.
The auditor raised concerns about several multi-million dollar campaigns, such as the $19.1 million “It’s Happening Here” and the nearly $8 million “Highways and Infrastructure” advertisements, questioning their effectiveness and transparency in delivering accurate information. Environment Minister Todd McCarthy defended the ad spending, stating the need for informing the public and countering certain policy decisions.
Opposition voices, including NDP Leader Marit Stiles and Liberal parliamentary leader John Fraser, criticized the government’s advertising strategy. Stiles labeled the expenditure as “taxpayer-funded propaganda,” while Fraser highlighted the controversial nature of some campaigns, pointing out the potential negative impacts on trade negotiations and job stability. Despite these criticisms, Ontario allocated $40 million for an anti-tariff ad campaign targeting U.S. audiences, aiming to highlight the province’s positive ties with the United States.
The auditor’s report also disclosed that the Ford government has allocated approximately $452 million for taxpayer-funded advertising since taking office in 2018. Spence reiterated the need for reform in government advertising practices, emphasizing the importance of reinstating previous regulations to ensure transparency and accountability.
The report coincides with previous election spending disclosures showing the PC Party’s significant financial advantage over other political parties, raising concerns about the fairness of government advertising influencing electoral outcomes.