Province helps out some Ontario publishers with new advertising directive
TORONTO, July 3, 2024 — As part of the government’s work to promote Ontario-made products, services businesses and workers, the Minister of Finance, the Minister of Transportation and the Minister of Tourism, Culture and Gaming have directed the largest four government agencies to allocate a minimum of 25 per cent of their annual advertising spending for Ontario publishers. These agencies are the Liquor Control Board of Ontario (LCBO), the Ontario Cannabis Store, Metrolinx and the Ontario Lottery and Gaming Corporation (OLG).
These government agencies are some of the largest advertisers in the province, together spending well over $100 million on marketing each year. By ensuring that a minimum of 25 per cent of their advertising budgets are reserved for Ontario-based publishers, the government is helping to support these publishers and their workers, who are creating local news content for people across the province. The government is also making similar commitments with its own advertising spending, helping to provide even more support for Ontario jobs and promote Ontario culture.
Unifor Canada’s largest union, issued a statement to say it supports the Ontario government’s announcement today “that it will direct key provincial agencies to ensure at least 25% of their ad spends will go to Ontario publishers, a move that encourages saving local news.”
“We all know that community, regional and national news publishers have been facing and struggling with declining ad sales,” said Unifor National President Lana Payne.
“This initiative will help giving Ontario publishers support to keep afloat. Unifor calls on the federal government, as well as other provinces, to follow Ontario’s lead on and commit to supporting Canadian news.”
What media outlets will benefit from this provincial directive
For the purposes of this directive, Ontario-based publishers are defined as Ontario-based corporations, trusts or partnerships that have been designated as Qualified Canadian Journalism Organizations by the Canada Revenue Agency. The Toronto Times online publication (that you are currently reading) for example, does not qualify as a Canadian Journalism Organization because it relies on the talents and hard work of freelance writers and photographers, as well as journalism students, and to qualify, one requirement is that at least two company employees must be on the payroll.
When will the policy take effect
The province says this directive will be reviewed on a quarterly basis to ensure it is having the desired effect of promoting local content and culture and supporting Ontario jobs in these crucial sectors. The agencies have been directed to have this policy in place by September 3, 2024.
“This is a step in the right direction,” said Unifor Ontario Regional Director Samia Hashi. “It’s great to see the government supporting Canadian journalism and prioritizing local news and media workers in Ontario.”
by Terry Lankstead
SOURCE Government of Ontario and Unifor news releases
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