Opposition slams Ford government's $40M pre-election pro-Ontario ad blitz

Doug Ford's government spent $40 million on ads promoting Ontario to Ontarians, a campaign its opponents have slammed as being too partisan – especially in the lead-up to the provincial election.

CBC News obtained the latest price tag for the "It's Happening Here" campaign through a freedom of information (FOI) request. The ads focused on government accomplishments like "building new roads and highways" and aired in choice spots, like during the Super Bowl and Oscars. 

The FOI request reveals government shelled out $32,049,732.62 of taxpayer money for the ads from February to November 2024. That's on top of the $8 million initial spent between April 2023 to January 31, 2024, which CBC News also uncovered through an FOI.

The campaign, geared specifically to Ontarians, is separate from the multi-million dollar advertising blitz Ontario launched as U.S. President Donald Trump prepared to levy tariffs against Canada. 

NDP Leader Marit Stiles called the price tag "outrageous" and blasted the campaign as being "essentially a puff piece" for the government to "pat themselves on the back."

Liberal Leader Bonnie Crombie called the campaign an "abuse of taxpayer dollars."

But Finance Minister Peter Bethlenfalvy, who this month unveiled a budget featuring a $14.6-billion deficit, told CBC News he is "never going to apologize for promoting Ontario." 

The dramatic spike in spending happened as talk was heating up about a potential early election in Ontario, with the ad campaign ending less than two months before Ford called a snap election, bringing him his third-straight majority. 

Ford promised to ban this type of advertising    

The province's auditor general has previously raised concerns about the partisan nature of government ads. 

In December 2024, auditor general Shelley Spence said much of the Ford government's ad spending, including on this campaign, seemed to be mainly about "fostering a positive view of the governing party."

That's something that used to be prohibited in Ontario.

In 2004, under then-premier Dalton McGuinty, the Liberals brought in the Government Advertising Act, banning ads if their primary purpose was "to foster a positive impression of the governing party."

But in 2015, the government of then-premier Kathleen Wynne watered down the law, allowing the ruling party to put just about any messaging in taxpayer-funded ads, so long as they don't use the names or faces of a politician or a party logo. 

When Ford first came to power in 2018, he made an election promise to reverse the changes to the advertising rules, but never did that. 

Government advertising a 'fire hose': Ford's campaign manager

Ford's campaign manager has previously talked about the impact of government advertising.

Kory Teneycke compared the ads to those a political party can run, while speaking on an episode of the podcast Curse of Politics last fall.

"That's a water gun," said Teneycke of party ads. "The fire hose is what governments can do." 

He also said, "I don't think you'd see the Ontario PC Party where it is in the polls if it wasn't out telling its own story in a positive way using government advertising."

Five months later, Teneycke helped Ford win his third-straight majority government.

Even before this latest injection of money on ads, the auditor general had already found that the province's overall ad spending for the 2023 fiscal year hit a record amount, soaring above $100 million dollars. The 'It's Happening Here' ads were one plank of the largest government ad campaign.

Opposition parties call for changes

While it was a Liberal government that allowed these types of ads, the Liberal leader wants only government ads that are public service in nature to be permitted.

The NDP leader wants another change, even though the Ford government didn't break any rules.

"Frankly, I think they should pay the money back to the people of Ontario," Stiles said in an interview.

She said she also plans to re-introduce legislation calling for tighter advertising rules, just as her party did last year, though Opposition legislation rarely passes.

Once again, Stiles plans to use the exact same language the PCs did when they were in Opposition, as they called for changes under the then-Liberal government.