Advertising during an election period
Summary
Advertising by political parties and candidates is considered an election expense if it is used during the election period.
In this section
Advertising can be disseminated through a variety of media:
- Radio
- Television
- Newspaper
- Pamphlets
- Posters
- Signs
- Buttons
- Web and social networks
- Any other advertising material on traditional media or using information and communication technologies
Identifying the advertisement
In accordance with the Election Act, all advertisements or advertising materials must be identified as follows:
| Type of advertisement | Required identification |
|---|---|
| Advertising copy, object or material | Title of the official agent and name of the candidate or the party Name of the manufacturer or printer |
| Newspaper advertisement | Title of the official agent and name of the candidate or the party |
| Radio or television advertisement | Title of the official agent and name of the candidate or the party at the beginning or end of the message |
| Social media advertisement | Title of the official agent and name of the candidate or the party on each paid publication |
| Website post | Title of the official agent and name of the candidate or the party |
The official agents of several candidates in the same region may join together to share the costs of an advertising expense. In this case, the advertisement must indicate the title of each official agent associated with it. In some cases, the advertisement may indicate only the title of the official agent of the political party.
Improperly identified advertising
If an advertisement is improperly identified, the expense will be considered non-compliant with the Act, but it is still an election expense. It affects the election expense limit and the official agent must enter it in their return of election expenses.
If a political party or candidate uses advertising material that is not identified in accordance with the Act, the Chief Electoral Officer will not reimburse the expense incurred to acquire that material.
An official agent (or official agent’s deputy) who allows an election-related advertisement to be broadcast without the required information may be subject to a $500 to $10,000 fine.
Advertising ban
On election day, advertisements are prohibited in print media, digital platforms, and social media.
All other forms of advertising are permitted: posters on utility poles or wooden roadside supports, pamphlets, business cards, badges, banners, etc.
In general, candidates and parties may campaign at any time, including on voting days. They may go door to door, distribute pamphlets, and conduct telephone canvassing,
among other activities. They may also make posts at no cost on social media, even when advertising is prohibited. However, rules govern the presence of candidates at polling places.
Additional period during by-elections or early elections
During the first seven days of the election period preceding by-elections or early elections, no political entity (in French) may advertise:
- in electronic media (radio, television)
- in print media (newspapers, other periodicals)
- on space rented for this purpose (billboards, superboards, bus shelters, banners, in the subway, on buses, on the Internet)
- on social media
In this section
No prohibited period
The rules governing the broadcasting of advertising paid for by a political entity (in French) vary depending on the electoral level. In municipal elections, there is no prohibited period: political entities may broadcast or have advertising broadcast throughout the election period, including on voting days. Similarly, candidates may campaign at any time, including on voting days.