Trudeau Government Ends Meta Ad Ban, Allocates $100K for GST Rebate Campaign

The Trudeau government has quietly lifted its advertising ban on Meta platforms, opting to spend up to $100,000 on a campaign to promote the temporary GST rebate, despite ongoing tensions with the tech giant over Canadian news access.

The Privy Council Office (PCO) confirmed that the government deemed it “essential” to use Facebook and Instagram to ensure Canadians receive credible information about the tax break, which applies to certain grocery items, children’s clothing, and restaurant meals until February 15. The GST/HST holiday, introduced late last year, is expected to cost the government $1.6 billion.

Meta’s News Ban Still in Place

The government’s original Meta ad ban, imposed in July 2023, came after Meta blocked access to Canadian news in response to the Online News Act, which aimed to force digital platforms to compensate media outlets for shared content. While government advertising on Meta has resumed, the news ban remains, preventing Canadian users from viewing or sharing news content on Facebook and Instagram.

Meta’s decision to restrict news was further compounded last month when CEO Mark Zuckerberg announced a shift in content moderation, replacing third-party fact-checking with “community notes”, an approach similar to that of Elon Musk’s platform, X. The move was widely criticized, with News Media Canada President Paul Deegan calling it “dumb as a bag of hammers” and arguing that government advertising dollars should stay within Canadian media outlets rather than being directed to a U.S.-based company that profits from misinformation.

Media and Broadcasters Condemn the Decision

Kevin Desjardins, President of the Canadian Association of Broadcasters, echoed these concerns, calling it the “wrong time” for the government to soften its stance on Meta. He emphasized that public service advertising could instead be directed toward supporting Canadian newsrooms, which have struggled due to declining ad revenue.

Deegan and Desjardins argue that instead of reinvesting in Meta, the government should prioritize Canadian platforms and media companies that contribute to the country’s information ecosystem.

Government Defends Meta Ad Buy, Citing Public Interest

In response to criticism, the PCO defended the decision, stating that “advertising on a social media platform does not imply endorsement” and that Meta remains a primary source of information for many Canadians.

The government insists its approach balances combating disinformation while ensuring Canadians receive accurate and essential updates on public programs. To further address misinformation concerns, it has increased funding for its Digital Citizen Initiative, adding $27.5 million to boost digital literacy and combat online disinformation.

The debate over Canada’s relationship with Meta continues, as media leaders push for stronger government support of local journalism, while the federal government prioritizes broad digital outreach despite its previous confrontation with Big Tech.