Ontario allocated a historic $112 million for government advertising last year, as revealed by the province’s auditor who highlighted that 38% of the campaigns aimed to create a favorable image of Premier Doug Ford’s administration before the snap election. Auditor General Shelley Spence detailed this expenditure in her latest annual report, surpassing the previous year’s government ad spending record by $8.4 million. The scrutiny focused on the 2024-25 fiscal year, encompassing the period leading up to the recent provincial election where the Progressive Conservatives secured a third consecutive majority.
Spence pointed out that an increased amount of government advertising typically occurs before elections, and this instance was no exception. She raised concerns about nine campaigns, totaling $43 million, representing 38% of the total ad budget, that primarily sought to project a positive image of the government or lacked evidence to support their claims.
In particular, Spence scrutinized major campaigns such as the $19.1 million “It’s Happening Here” ads and an $8 million “Highways and Infrastructure” campaign. The “It’s Happening Here” advertisements aimed to enhance Ontarians’ perception of the province’s current status, emphasizing higher wages and employment levels while subtly promoting the governing party. Regarding the “Highways and Infrastructure” ads, Spence noted the lack of supporting evidence for the government’s assertions that the projects would alleviate traffic congestion, suggesting that the campaign intended to bolster a positive view of the government.
Defending the province’s advertising expenditure, Environment Minister Todd McCarthy emphasized the need to inform Ontarians and counteract potential impacts of U.S. President Donald Trump’s tariff proposals. However, NDP Leader Marit Stiles criticized the substantial ad spending as “taxpayer-funded propaganda,” questioning the government’s priorities and the allocation of public resources for self-promotion.
The auditor’s report disclosed that since assuming office in 2018, the Ford government has spent approximately $452 million on taxpayer-funded advertising. Spence reiterated the recommendation to revert to previous versions of the Government Advertising Act, emphasizing the importance of ensuring taxpayer-funded ads serve the purpose of informing the public.
Furthermore, the report emerged following mandatory election spending disclosures revealing that Ford’s PCs outspent their opponents by over $6 million during the election campaign period. The Progressive Conservatives allocated $15.3 million for their campaign, significantly exceeding the spending of other major political parties in Ontario. Opposition parties raised concerns about the potential unfair advantage gained by the Tories through government advertising during the election.