The Government of Canada has decided to freeze all advertising on Meta platforms, including Facebook and Instagram, in response to the company’s plans to block Canadian news on its platforms. This move comes after Quebecor Inc. announced that it would cease advertising with Meta for the same reason.
The decision was announced by Canadian Heritage Minister Pablo Rodriguez at a news conference in Ottawa. Rodriguez was joined by NDP heritage critic Peter Julian and Bloc Québécois heritage critic Martin Champoux. The suspension of advertising on Meta platforms is a direct response to the company’s intention to block Canadian news in response to the Online News Act passed by the Canadian Parliament.
Bill C-18, also known as the Online News Act, was approved by Parliament last month. The act requires large platforms like Google and Facebook to reach compensation agreements with publishers for the use of news on their sites. However, both Google and Facebook have deemed the bill unworkable. Google announced on June 29th that it intends to block Canadian news on its platform but will still participate in the regulatory process.
Meta had previously stated that they would block access to Canadian news and has not shown any interest in finding a solution through regulations, according to Minister Rodriguez. The federal government currently spends approximately $10 million a year on advertising on Meta platforms.
Although Minister Rodriguez praised Quebecor’s decision to stop advertising on Meta, he did not comment on whether the Liberal Party would follow suit. Advertising on Facebook is an integral part of modern political campaigns due to the ability to target specific demographics with tailored messages.
Parker Lund, a spokesperson for the Liberal Party, stated that the party will continue to advertise on Meta platforms, indicating that they will not change their policy in light of the government’s decision.
The freeze on advertising marks a significant development in the ongoing standoff between the Canadian government and Meta. As the regulatory details of the Online News Act are finalized, it remains to be seen how other stakeholders will respond and whether a resolution can be reached that satisfies all parties involved.
Moving forward, the impact of this decision on political campaigns and parties’ ability to reach their target audience will be closely watched. The evolving relationship between governments and social media giants like Meta will continue to shape the landscape of online news and digital advertising.
