Canadian Heritage Minister Steven Guilbeault yesterday told the House of Commons Heritage Committee that his department would reduce the amount it allocates to digital advertising, arguing that too much goes to online platforms and that “we need to change this.” The decision to politicize where the government spends its ad dollars is perhaps unsurprising given Guilbeault’s penchant for battling with the tech companies, dating back to his claims that linking to news articles without payment is “immoral.” Leaving aside the question of whether taxpayer funded advertising campaigns should prioritize effectiveness and value for money (personally, I’d prefer that the government emphasize the effectiveness of ad campaigns on issues like COVID-19 vaccination and safe social distancing practices over political posturing even if that means advertising on digital platforms), the reality of Guilbeault’s own Facebook practices do not match up with his rhetoric.

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