Online political advertising in Canada has become a rather complex feature of modern campaigns. The benefits of highly targeted advertising for sophisticated, modern campaigns are hard to deny. The reality that those ads can be used by malicious third parties, both domestically and internationally, to interfere in and spread misinformation about the political process, issues of the day, as well as parties and candidates is equally true and rather troubling.
Big tech companies have largely abdicated their responsibility to monitor, oversee, and protect the integrity of democratic systems. They will allow users to self-govern in posts and content but will not allow parties or local campaigns to advertise at all. Meta is an exception to the political advertising rules. Here’s a quick rundown on the political and election advertising rules from the main digital advertising platforms:
Google (Search, Display, and YouTube)
Google does not allow election advertising in Canada. Learn more here.
In Canada, the following is not allowed on Google platforms during an election period regulated by the Canada Elections Act.
Not allowed: Ads that feature a federal political party, leader of a federal political party, or current member or candidate (including nomination contestant) for member of the Parliament of Canada.
This restriction extends to third-party advertising on political issues during the writ period.
In Canada, the following is not allowed on Google platforms during an election period regulated by the Canada Elections Act.
Not allowed: Ads that feature an issue with which a federal political party, current member of or candidate for member of the Parliament of Canada is associated.
Meta (Facebook & Instagram)
Meta has a robust identity confirmation system with the need to create and use disclaimers. There are numerous restrictions on political advertising to prevent manipulation of their users and systems, and they move quickly to disallow undeclared political content. Meta is among the only big players that do allow political advertising in Canada.
They offer clear instructions for Canadian advertisers, as well as general information about how their platform works to protect the integrity of the process.
Boom12 has run dozens of political campaigns on Meta platforms without a single policy violation, ensuring our ads will run, follow the rules, and provide the maximum reach possible for campaigns that opt to use our services.
Microsoft (Search & Display)
Microsoft does not allow political or election advertising. Learn more on their website.
For Canada, they specifically add this notice: Ads containing content related to debate[sic] of general interest linked to an electoral campaign are not allowed.
On LinkedIn, as on other Microsoft platforms, political advertising in Canada is not allowed.
Political ads are prohibited, including ads advocating for or against a particular candidate, party, or ballot proposition or otherwise intended to influence an election outcome; ads fundraising for or by political candidates, parties, political action committees or similar organizations, or ballot propositions; and ads exploiting a sensitive political issue even if the advertiser has no explicit political agenda.
SnapChat
SnapChat allows political and issue-based advertising, but they do not allow federal election political advertising in Canada, per their Political and Advocacy Policy.
In Canada, Snap does not permit “partisan advertising” or “election advertising” (as defined by the Canada Elections Act, as amended from time to time (the “Act”)) purchased directly or indirectly on behalf of an eligible party, registered association, nomination contestant, potential or actual candidate, or a third party required to register under subsection 349.6(1) or 353(1) of the Act. This may include (without limitation) content that promotes or opposes any of these individuals/groups, or an issue associated with any of those individuals/groups.
Spotify
Spotify is a very effective advertising tool, but they do not allow political advertising in Canada. Spotify only permits advertisers to promote political ads in the United States, UK, Australia, and India. In order for an account to be eligible, the account holder must complete an advertiser identity verification process.
You can learn more on their Advertising Policies page.
TikTok
TikTok, for potentially obvious reasons, does not allow political content in advertising. Nor do they allow content that disrespects religious elements, cultures, or figures, or any hateful behavior, hate speech, or the promotion of hateful ideologies. They offer a video outlining their policy:
@tiktokadpolicyPolitical Content – TikTok Ad Policy
What are the best options for political advertising in Canada?
First and foremost, especially in the current political climate – think and buy local. There are local community newsletters, newspapers, and websites viewed by thousands of voters each day. Dig in and find the local options that reach the right people in your district. While technology provides great targeting, a local publication has built-in local targeting because, well, they serve your community and only your community.
Support Local Media
Buy ads in small, local publications in print and on their websites. This may include local papers, radio stations, or community newsletters.
Canada Post’s Neighbourhood Mail
Another great option we have had immense success with is Canada Post’s Neighbourhood Mail service. While this is often used to get a general print marketing item into mailboxes across a riding, it is underutilized as an effective way to target certain segments.
For example, with the housing crisis seeing more and more people living in tents, stuck in unsuitable housing, or desperate to find affordable rental options, the right message sent directly to renters in your district can be a highly effective way to gain trust and votes while connecting on an important issue.
We offer a white-glove Neighbourhood Mail service that includes printing by our sister company Quinprint, and saves you from learning how to print, bundle, order, drop, and deliver your mailer to Canada Post’s exacting standards.