Liberals enact immediate changes to federal government advertising rules

OTTAWA – The Liberal government has brought in a series of interim measures to curb partisanship in government advertising. Here are some of the key changes:

— Advertising Standards Canada, the self-regulating watchdog over private advertising, will be contracted to keep an eye on government ads to ensure they meet the new rules.

— All ad campaigns costing more than $500,000 must be vetted by the ASC. Less costly campaigns may be referred, and public complaints will be assessed against the new policy.

— Government ads must be objective, factual and explanatory.

— They cannot use political party slogans, images or identifiers.

— They cannot use a primary colour associated with the governing party in a dominant way, unless the item in question is commonly depicted in that colour. For example, the Liberal government can use the Canadian flag even though it is Liberal red, and Mounties in red serge.

— Ads must avoid using the name, voice or image of any minister, MP or senator.

— Ads cannot tout government initiatives that have yet to gain parliamentary approval.

— Government ads will be banned in the 90 days leading up to a fixed federal election date.

— Ads are identified by either department name or “Government of Canada”. This would end the former administration’s habit of attributing programs to the “Harper Government.”