Carney government shifts advertising budget to more patriotic messaging

The federal government reallocated its advertising budget after Prime Minister Mark Carney's new cabinet was sworn in last year, recently disclosed figures show, shifting its priorities to patriotic and economic messages and purchasing pricey television airtime during major sporting events like the Super Bowl and Winter Olympics.

The Treasury Board Secretariat's proactive disclosure of spending from its central advertising fund for the third quarter of 2025-26 itemizes how advertising resources were distributed across government departments, allowing for comparisons with the first two quarters of this year, as well as earlier fiscal years when Justin Trudeau was at the helm.

The first-quarter spending of $18 million may reflect previously planned ad campaigns, and includes weeks in April during the federal election when the federal bureaucracy operates in caretaker mode — administering existing programs and services but not making significant shifts in direction until voters had their say.

The three largest allocations in the first quarter, at $3 million each, were the Canada Revenue Agency's awareness campaign about available tax credits and benefits (coinciding with spring tax-filing season), a housing campaign and a Parks Canada tourism promotion blitz.

For the second quarter (July to September), no summer advertising spending was disclosed. This quarter coincides with a time frame in which newly shuffled ministers were taking over and reconsidering previous decisions, but figures for previous years also show no advertising allocations for the second quarter.

The shifts emerge in the third quarter (October to December), which reports $17 million worth of federal advertising, but re-prioritizes these messages compared to the first quarter. 

The Privy Council Office (PCO), the arm of the bureaucracy that supports the Prime Minister's Office, was allocated $3 million for its "Choose Canada" campaign, which included English television spots voiced by comedian Rick Mercer. PCO was not allocated any central advertising fund resources in earlier quarters.

Innovation, Science and Economic Development Canada (ISED) received $9 million for a new "Building Canada's Economy" campaign. The federal department cancelled previously planned third-quarter spending on a smaller consumer-protection campaign.

Funds were pulled from other departments entirely, including $4 million for Employment and Social Development Canada campaigns promoting programs for seniors, youth and inclusive workplaces.

Tourism and housing advertising that received bigger allocations in the first quarter were also cut. The new Build Canada Homes agency, however, is among the government programs and services included in ISED's "Building Canada's Economy" campaign, and there are specific references to Canadian tourism in the "Choose Canada" ads.

The federal budget in November added $25 million to increase the annual limit for its central advertising fund in 2025-26. 

The spending for the fourth and final quarter (January to March) of the current fiscal year won't be disclosed until later this spring. In previous years, there has not been advertising in the fourth quarter, but 2026 may be shaping up differently.

In response to questions from CBC News, the Privy Council Office said that $1 million of its new budget funding for 2025-26 had been specifically allocated to extend the Choose Canada campaign and Olympic television and digital media purchases. 

The PCO said other campaigns running during the Olympics and the Super Bowl were purchased using previously approved funding.