The federal government has quietly resumed advertising on Meta’s platforms, despite the tech giant’s ongoing ban on Canadian news to adhere to the Online News Act.
Ottawa is now spending up to $100,000 to promote the GST rebate on Facebook and Instagram—less than a year after pulling ads over Meta’s refusal to pay news outlets under Bill C-18, or the Online News Act, reports CTV News.
A spokesperson for the Privy Council Office (PCO) confirmed the government deemed it “essential” that Canadians receive credible information about government programs. Advertising for the GST tax holiday started last month on January 23.
The decision has sparked backlash from media organizations. News Media Canada President Paul Deegan called it a bad move, arguing taxpayer dollars should support Canadian media, not U.S. tech giants. “Meta foments misinformation and disinformation,” he said. “The government should be advertising with trusted sources of news.”
The Canadian Association of Broadcasters similarly slammed the government, saying there are plenty of Canadian media companies that could help the government spread its message—while also helping to keep professional journalists employed.
Meta has been blocking the sharing of Canadian news links on Facebook and Instagram since July 2023, in response to federal legislation requiring tech giants to compensate news outlets. While the government once took a strong stance against Meta, the return to advertising suggests a softening of its position.
Even with the news link ban, Canadians on Facebook are bypassing the bill by sharing screenshots of news instead. So in the end, publishers are losing money as users see their stories but don’t click through to sites for generating ad revenue.
When asked about the optics of spending taxpayer money on a platform it has previously criticized, the government insisted that advertising on Meta does not imply endorsement. The PCO said its approach “strikes a careful balance” between combating disinformation and ensuring Canadians receive government information.
Back in December 2023, Prime Minister Justin Trudeau told reporters, “We will continue to push Meta, that makes billions of dollars in profits, even though it is refusing to invest in the journalistic rigor and stability of the media.” The latest move reeks of the pot calling the kettle black it seems, according to critics.
Last month, CEO Mark Zuckerberg announced a move to replace third-party fact-checking with “community notes,” a system that mirrors X. The tech community is now seen as following the policies of the Trump administration. Apple CEO Tim Cook personally donated $1 million towards the President’s inauguration and even attended, alongside other tech CEOs like Jeff Bezos, Elon Musk and more.
The GST holiday remains in place until February 15 (the move was seen as an election ploy to get support) and basically you can save on video game consoles, children’s clothing and toys, reading materials, select groceries (junk food mainly) and Christmas trees.
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Totally principled…"If it serves my purposes, principles be damned " 🤢🤮