Ontario set a new record by spending $112 million on taxpayer-funded advertising in the past year, according to the province’s auditor. The auditor general’s latest annual report revealed that 38% of the campaigns aimed to create a positive image of Premier Doug Ford’s government, coinciding with the lead-up to the recent snap election.
Auditor General Shelley Spence highlighted the advertising expenditures for the 2024-25 fiscal year, which included the period before the election that secured a third consecutive majority government win for the Progressive Conservatives. She mentioned that it is common for government advertising to increase before elections, emphasizing that this time was no exception.
The auditor scrutinized nine campaigns totaling $43 million, representing 38% of the total ad budget, where the main objective was to cultivate a favorable perception of the government or lacked evidence to support their assertions. Spence emphasized that all taxpayer-funded advertising should primarily serve to inform Ontarians.
Some of the major campaigns flagged by the auditor included the $19.1 million “It’s Happening Here” advertisements and an “Highways and Infrastructure” campaign costing nearly $8 million. Spence noted that these campaigns tended to promote a positive image of the government without substantial evidence to back their claims.
Environment Minister Todd McCarthy defended the province’s advertising expenditure, stating that it was essential for informing Ontarians and countering U.S. President Donald Trump’s tariff policies. He emphasized the importance of educating the American public through these ads to influence policymakers and citizens in the United States positively.
Opposition leaders, such as NDP Leader Marit Stiles and Liberal parliamentary leader John Fraser, criticized the substantial ad spending, labeling it as “taxpayer-funded propaganda.” They raised concerns about the government’s priorities and the impact of such campaigns on the public perception.
The auditor’s report disclosed that the Ford government has allocated approximately $452 million for taxpayer-funded advertising since taking office in 2018. Spence reiterated her call for reforming the Government Advertising Act to ensure transparency and accountability in government ad spending practices.
The report follows earlier disclosures of election spending, which revealed that Ford’s PCs outspent their competitors by over $6 million during the campaign period. The significant role of advertising as a major campaign expense for all major political parties in Ontario drew criticism from opposition parties, alleging an unfair advantage for the Tories.