Late last month the Canadian government quietly resumed advertising on Meta platforms, Facebook and Instagram, for the first time since suspending it in July 2023. Meanwhile, Meta is still not paying for Canadian news content and blocks news in Canada. Daniel Savoie, spokesperson for the Privy Council Office, explains that the Government of Canada advertises through a wide range of platforms and channels with a focus on reaching Canadians where they are–this includes Canadian-owned and -operated media.

Savoie notes that advertising on a social media platform does not imply endorsement of a platform’s actions or decisions. “Our approach strikes a careful balance: combating disinformation while ensuring Canadians receive accurate, essential information directly from the government. That is why we have taken strong action – and will continue to do so – to hold social media companies accountable, ensuring they operate responsibly and contribute fairly to Canada’s economy and culture.”

The government resumed advertising on Meta platforms on January 23 this year, with up to $100,00 in advertising around the GST/HST break. Other campaigns currently in-market on Meta platforms include a housing campaign by Housing, Infrastructure and Communities Canada, up to $175,750, and about $3,500 for a Quebec City geotargeted Parks Canada student recruitment campaign.

Devon MacDonald, president of Cairns Oneil, says the decision to resume advertising on Meta seems contradictory to other government policies and initiatives. “With Canadian news still blocked on the platform and the ongoing trade negotiations, government agencies returning to paid advertising on Meta weakens the government’s overall stance of the platform.

“With the rising “Buy Canadian” sentiment in mind, there are a plethora of Canadian owned media properties that can meet government policy and advertising objectives. Different levels of government have quickly established a one-Canada mindset around trade negotiations that should be applied to advertising initiatives as well,” MacDonald adds. “The recent change in fact-checking programs further introduces new risks and potential danger to all citizens. Paid content will not be subject to community notes, but it does not have any new adjacency or safety filters either.”

Karine Courtemanche, EVP Plus Company Canada/ president of Media Group, says, “I do not know the reasons that got these campaigns to be activated on Meta. I can only assume there are some good reasons… But, what I do know is that if the GoC advertises on Meta, it is very difficult to convince the other advertisers to reconsider their investments on Meta. GoC should lead the way and have a clear policy.”