Selling confidence: PM cites economic pride to defend $113 M in ad spending

OTTAWA – Prime Minister Stephen Harper is justifying the more than $100 million his government has spent on economic advertising by pointing to Canadians’ confidence in the economy.

Taxpayer-funded government ads are supposed to inform citizens about programs and services, according to Treasury Board guidelines.

But when the Conservatives recently put out a tender for a major new ad agency contract, they highlighted consumer confidence and the direction of the country as key objectives.

The government is blanketing the NHL playoffs with “economic action plan” ads, prompting Liberal Leader Justin Trudeau to ask Harper in the Commons how heavy ad spending helps middle-class Canadians.

Harper says people are very proud of Canada’s performance during tough economic times.

The government has put a disclaimer on its new “action plan” radio ads — the promised programs are “subject to parliamentary approval” — but no disclaimer is required for the TV spots because they don’t contain any new budget measures.