Review results and decisions

Ad Standards completed reviews of advertising creatives for the following government advertising campaigns against the policy definition and related criteria for non-partisan communications. Ad Standards reviews are published as they become available.

There are 2 review stages:

  1. Initial: a preliminary review of departmental advertisements (that is, script/storyboard/audio-visual/colour palette stage(s), depending on the ad format) in English or French
  2. Final: confirmation that the final English and French creative elements meet non-partisan requirements before broadcast, display or publication of the advertisements

More information is available in the terms of reference.

Review results and decisions for past fiscal years are also available.

2019-2020

Campaigns exceeding $500,000

Creative elements for the following campaigns have been submitted to Ad Standards for mandatory non-partisan review.

  • Employment and Social Development Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Services for Seniors Out-of-home 2019-04-15 to 2019-05-26 Meets all criteria Meets all criteria
    Print 2019-05-01 to 2019-05-31 Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used. Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used.
    Facebook 2019-05-06 to 2019-06-16 Meets all criteria Meets all criteria
    Facebook 2019-05-06 to 2019-06-16 Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used. Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used.
    Television 2019-05-20 to 2019-06-09 Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used. Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used.
    Print 2019-06-01 to 2019-06-30 Meets all criteria Meets all criteria
    Education and Skills - Youth
    • Web banners
    • YouTube
    • Instagram
    • Spotify
    • Search engine marketing
    • Snapchat
    • Facebook
    2019-04-22 to 2019-06-16 Meets all criteria Meets all criteria
    Education and Skills - Adult
    • YouTube
    • Spotify
    • Facebook
    • Twitter
    • Instagram
    2019-04-22 to 2019-06-16 Meets all criteria Meets all criteria
  • Financial Consumer Agency of Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Take charge of your finances Digital 2019-04-15 to 2019-06-30 Meets all criteria Meets all criteria
  • Health Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Cannabis Public Education Search engine marketing 2019-04-01 to 2019-06-30 Meets all criteria Meets all criteria
    Out-of-home 2019-04-23 to 2019-06-30 Meets all criteria Meets all criteria
    Opioid Stigma and Harm Reduction (Stigma) Web banners 2019-04-15 to 2019-06-30 Meets all criteria Meets all criteria
    Search engine marketing 2019-04-22 to 2019-06-30 Meets all criteria Meets all criteria
    Television 2019-04-22 to 2019-06-03 Meets all criteria Meets all criteria
    Youth Vaping Prevention Search engine marketing 2019-04-29 to 2019-06-30 Meets all criteria Meets all criteria
  • Innovation, Science and Economic Development Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Innovation for Success Twitter 2019-04-23 to 2019-06-02 Meets all criteria Meets all criteria
    Videos (15 seconds) 2019-04-29 to 2019-06-04 Meets all criteria Meets all criteria
    • Facebook
    • In app interstitial
    2019-05-06 to 2019-06-02 Meets all criteria Meets all criteria
  • National Defence
    Campaign title Media type(s) Campaign date Initial determination Final determination
    100+ Careers Awareness Campaign Television 2019-04-14 to 2019-06-30 Meets all criteria: Approved creatives from the 2017-2018 campaign (Dare to be Extraordinary) were re-used. Meets all criteria: Approved creatives from the 2017-2018 campaign (Dare to be Extraordinary) were re-used.
  • Parks Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    National Office – National advertising campaign Search engine marketing 2019-04-08 to 2019-06-30 Meets all criteria Meets all criteria
    Videos (15 seconds) 2019-04-29 to 2019-05-26 Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used. Meets all criteria: Approved creatives from the 2018-2019 campaign were re-used.
    Buzzfeed 2019-04-15 to 2019-05-12 Meets all criteria: Approved creatives from the 2017-2018 campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 campaign were re-used.
  • Public Health Agency of Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Childhood Vaccination Search engine marketing 2019-04-17 to 2019-06-30 Meets all criteria Meets all criteria
  • Public Safety
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Don’t Drive High
    • Video
    • Out-of-home
    • Digital (in app interstitial)
    • Print
    2019-04-02 to 2019-06-30 Meets all criteria Meets all criteria
  • Veterans Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Pension for Life
    • Search engine marketing
    • Videos (15 and 30 seconds)
    • Digital videos
    • Television
    • Print
    2019-04-15 to 2019-06-30 Meets all criteria Meets all criteria
    • Digital
    • Out-of-home
    2019-04-22 to 2019-06-30 Meets all criteria Meets all criteria
    • Digital
    2019-04-30 to 2019-06-30 Meets all criteria Meets all criteria
    • Out-of-home
    2019-05-13 to 2019-06-30 Meets all criteria Meets all criteria

Campaigns under $500,000

Creative elements for the following campaigns have been submitted to Ad Standards for voluntary non-partisan review.

  • Veterans Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    75th Anniversary of D-Day Print 2019-04-09 to 2019-06-06 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Twitter
    2019-05-22 to 2019-06-08 Meets all criteria Meets all criteria
    Digital 2019-05-27 to 2019-06-30 Meets all criteria Meets all criteria

2018-2019

Campaigns exceeding $500,000

Creative elements for the following campaigns have been submitted to Ad Standards for mandatory non-partisan review.

  • Canada Revenue Agency
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Offshore Tax Evasion and Aggressive Tax Avoidance
    • Search Engine Marketing
    • Spotify
    • Facebook, Twitter, LinkedIn (static and animated banners)
    2018-10-15 to 2018-11-25 Meets all criteria Meets all criteria
    Benefits and credits for individuals
    • Search Engine Marketing
    • Spotify
    • Videos (6 and 15 seconds)
    • Radio
    • Television
    2018-12-18 to 2019-04-30 Meets all criteria Meets all criteria
    • Spotify
    • Snapchat
    2019-02-18 to 2019-04-30 Meets all criteria Meets all criteria
    Out-of-Home 2019-02-04 to 2019-04-30 Meets all criteria Meets all criteria
    Climate Action Incentive Search Engine Marketing 2019-03-04 to 2019-04-30 Meets all criteria Meets all criteria
    • Print
    • Radio
    2019-03-04 to 2019-04-30

    Does not meet criteria under #1: The statement “The new Climate Action Incentive is making a cleaner economy more affordable for everyone” is not a neutral statement.

    Does not meet criteria under #3: The statement “The new Climate Action Incentive is making a cleaner economy more affordable for everyone” is not a neutral statement and is self-congratulatory.

    Meets all criteria
    • Facebook
    • Web banners
    • Wallpaper
    2019-03-11 to 2019-04-30 Meets all criteria Meets all criteria
  • Employment and Social Development Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Education and Skills - Youth
    • Facebook
    • Facebook (Carousel format)
    • YouTube, Snapchat, Instagram Story
    2018-09-24 to 2019-02-28 Meets all criteria Meets all criteria
    • LinkedIn
    • Twitter
    2019-01-28 to 2019-02-02 Meets all criteria Meets all criteria
    • Google Universal App (static, video, text)
    • In App Interstitial (static and GIFs)
    • Snapchat
    2019-01-14 to 2019-02-10 Meets all criteria Meets all criteria
    • Spotify
    • Search Engine Marketing
    2019-01-28 to 2019-02-24 Meets all criteria Meets all criteria
    Facebook 2019-03-11 to 2019-03-29 Meets all criteria Meets all criteria
    Education and Skills - Adult
    • Facebook
    • Facebook (link ads)
    • YouTube
    • Spotify
    • Twitter
    • Web banners
    • Videos
    2018-10-29 to 2019-02-28 Meets all criteria Meets all criteria
    Print 2019-02-01 to 2019-02-28 Meets all criteria Meets all criteria
    Services for Seniors Print 2018-12-03 to 2019-06-30 Meets all criteria Meets all criteria
    Search Engine Marketing 2019-01-14 to 2019-03-31 Meets all criteria Meets all criteria
    Television 2019-01-14 to 2019-06-30 Meets all criteria Meets all criteria
    Facebook 2019-01-28 to 2019-02-24 Meets all criteria Meets all criteria
    Print 2019-02-01 to 2019-06-30 Meets all criteria Meets all criteria
  • Environment and Climate Change Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Nature Legacy
    • Digital
    • Print
    2019-01-21 to 2019-03-31 Meets all criteria Meets all criteria
    Facebook (Carousel) 2019-03-06 to 2019-03-31 Meets all criteria Meets all criteria
  • Health Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Cannabis Public Education
    • YouTube
    • Animated video
    2018-08-06 to 2018-10-14 Meets all criteria Meets all criteria
    • Search Engine Marketing
    • Print (Two insertions in national major city daily papers)
    • Google Adwords
    • Television
    • Television (30 seconds)
    • Videos (15 seconds)
    2018-04-01 to 2019-03-31 Meets all criteria Meets all criteria
    • Digital
    • Video (6 seconds)
    2018-06-11 to 2018-07-19 Meets all criteria Meets all criteria
    • Digital
    • Out of home
    2018-11-26 to 2019-03-31 Meets all criteria Meets all criteria
    • Animated Videos
    2019-01-21 to 2019-03-31 Meets all criteria Meets all criteria
    Childhood Vaccination
    • Video storyboard, Print, Cinema, Out-of-Home
    • Digital, Print
    2018-04-15 to 2018-12-31 Meets all criteria Meets all criteria
    Out-of-home 2018-04-15 to 2019-07-01 Meets all criteria Meets all criteria
    Opioid Stigma and Harm Reduction
    • Print (Cineplex Odeon magazine)
    • Television
    2018-11-19 to 2019-02-24 Meets all criteria Meets all criteria
    • Out-of-Home
    • Television
    2019-01-21 to 2019-02-24 Meets all criteria Meets all criteria
    Video (30 seconds) 2019-01-28 to 2019-02-24 Meets all criteria Meets all criteria
    Youth Vaping Prevention
    • Search Engine Marketing
    • Facebook
    2018-12-19 to 2019-03-31 Meets all criteria Meets all criteria
    • Search Engine Marketing
    • YouTube
    • Instagram
    • Snapchat
    • Out-of-Home
    • Cinema
    2019-02-01 to 2019-03-31 Meets all criteria Meets all criteria
  • Immigration, Refugees and Citizenship Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Biometrics Expansion Facebook 2018-09-30 to 2019-03-31 Meets all criteria Meets all criteria
    Search engine marketing 2018-10-29 to 2019-03-30 Meets all criteria Meets all criteria
    Newcomer Services Search engine marketing 2018-12-10 to 2019-01-31 Meets all criteria Meets all criteria
    Print 2019-01-14 to 2019-03-31 Meets all criteria Meets all criteria
    Facebook (animated & static) 2019-01-25 to 2019-03-30 Meets all criteria Meets all criteria
    Print 2019-01-28 to 2019-02-22 Meets all criteria Meets all criteria
  • Innovation, Science and Economic Development Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Innovation for Success LinkedIn 2019-02-25 to 2019-06-30 Meets all criteria Meets all criteria
    • Digital
    • Print
    • Radio
    • Search engine marketing
    2019-02-25 to 2019-06-04 Meets all criteria Meets all criteria
    • Digital
    • Print
    2019-02-25 to 2019-06-04

    Does not meet criteria under #1: the following claims are not factual:

    • “Small and medium-sized enterprises (SMEs) account for the vast majority of businesses in Canada (99.8%) and employ more than 8 million people”
    • “in less than two minutes entrepreneurs can zero in on their best options, from over 1,000 programs and services”
    • “Canada’s 1.1 million SMEs employ 90% of the private sector workforce (10.7 million people) and are responsible for 52% of Canadian GDP generated by the private sector”
    • “The World Bank ranks Canada second out of 190 countries for starting a new business venture.”
    Meets all criteria
  • National Defence
    Campaign title Media type(s) Campaign date Initial determination Final determination
    100+ Careers Digital 2018-06-01 to 2019-03-31 Meets all criteria Meets all criteria
    Video 2018-06-01 to 2019-03-31 Meets all criteria: Approved creatives from the 2017-2018 Dare to be Extraordinary were re-used. Meets all criteria: Approved creatives from the 2017-2018 Dare to be Extraordinary were re-used.
    Priority Occupations Digital 2018-07-09 to 2019-02-03 Meets all criteria Meets all criteria
    Facebook (static ads) 2018-07-30 to 2019-10-22 Meets all criteria Meets all criteria
    • LinkedIn
    • LinkedIn (Job posting)
    2018-07-06 to 2019-02-03 Meets all criteria Meets all criteria
    • Facebook (15 and 30 second videos)
    • Facebook (Carousel)
    2018-12-17 to 2019-03-03 Meets all criteria Meets all criteria
    Facebook (video and carousel) 2019-02-11 to 2019-03-03 Meets all criteria Meets all criteria
    Women's Recruitment 2018-19
    • YouTube
    • Facebook
    2019-01-28 to 2019-03-15 Meets all criteria Meets all criteria
    Diversity and Indigenous Peoples Out-of-home 2018-05-01 to 2018-06-30 Meets all criteria Meets all criteria
    • Facebook (Video Posts)
    • Banner Ads
    2018-05-01 to 2018-06-30 Meets all criteria: Approved creatives from the 2017-2018 Women and Diversity campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 Women and Diversity campaign were re-used.
    • Digital
    • Out-of-home
    2019-03-03 to 2019-03-29 Does not meet criteria under #5: The colours red and white of the text for the mobile and banners creatives are used in a dominant way. Meets all criteria
  • Parks Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    National Office – National advertising campaign Search engine marketing 2018-04-30 to 2018-08-12 Meets all criteria Meets all criteria
    60-sec. video 2018-05-14 to 2018-06-30 (TBD) Meets all criteria Meets all criteria
    Television, 15-sec. videos 2018-06-04 to 2018-07-01 Meets all criteria Meets all criteria
    • Buzzfeed
    • Print
    2018-06-04 to 2018-07-01 Meets all criteria: Approved creatives from the 2017-2018 campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 campaign were re-used.
    Search engine marketing 2018-11-28 to 2019-03-31 Meets all criteria Meets all criteria
    Facebook 2019-03-22 to 2019-03-31 Meets all criteria Meets all criteria
    • Facebook
    • Videos (15 and 60 seconds)
    2019-03-04 to 2019-03-31 Meets all criteria Meets all criteria
    Facebook 2019-03-11 to 2019-03-31 Meets all criteria Meets all criteria
  • Public Safety Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Don't Drive High / Drug Impaired Driving
    • Facebook
    • Mobile games
    • Snapchat
    • Videos
    • Out-of-home (coffee sleeve)
    • Radio
    2018-07-02 to 2018-10-16 Meets all criteria Meets all criteria
    Out-of-home 2018-07-02 to 2018-10-16 Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used.
    YouTube 2018-07-09 to 2018-08-05 Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used.
    Facebook 2018-12-12 to 2019-01-20 Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used. Meets all criteria: Approved creatives from the 2017-2018 Drug-Impaired Driving campaign were re-used.
  • Veterans Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    2018 Remembrance
    • Video (15 and 6 seconds, Home Page Take Over and Facebook filter)
    • Instagram
    • Twitter, Snapchat, Facebook, Pressboard
    2018-11-01 to 2018-11-11 Meets all criteria Meets all criteria
    2018 Services Campaign Digital, Print, Out-of-Home 2018-04-16 to 2018-06-09 Meets all criteria Meets all criteria

Campaigns under $500,000

Creative elements for the following campaigns have been submitted to Ad Standards for voluntary non-partisan review.

  • Atlantic Canada Opportunities Agency
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Atlantic Growth Strategy Search Engine Marketing 2019-03-21 to 2019-03-31 Meets all criteria Meets all criteria
    Print 2019-03-18 to 2019-03-31 Meets all criteria Meets all criteria
    • Facebook
    • Twitter
    • Static mobile banners
    2019-03-15 to 2019-03-31 Meets all criteria Meets all criteria
  • Environment and Climate Change Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Carbon Pollution Pricing Search Engine Marketing 2019-03-20 to 2019-03-31 Meets all criteria Meets all criteria
    • Videos (15 seconds)
    • Facebook
    2019-03-14 to 2019-03-31 Meets all criteria Meets all criteria
    Videos (15 and 30 seconds) 2019-03-14 to 2019-03-31 Does not meet criteria under #1: The claim “Rebates to Canadians” is not factual. The rebates are offered in four provinces only. The claim “Supports innovation”, included in the 15s. video, is a self-congratulatory claim. Meets all criteria
  • Immigration, Refugees and Citizenship Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Express Entry Facebook 2019-02-27 to 2019-03-31 Meets all criteria Meets all criteria
  • National Defence
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Air Force Reserve Open House Print 2018-10-03 to 2018-10-13 Meets all criteria Meets all criteria
    Radio 2018-09-24 to 2018-09-29 Meets all criteria Meets all criteria
    Navy Reserve – HMCS Brunswicker local jobs 2019
    • Search engine marketing
    • Out-of-home
    2019-01-28 to 2019-03-17 Meets all criteria Meets all criteria
    Facebook 2019-02-06 to 2019-03-17 Meets all criteria Meets all criteria
    Army Reserve – Full time summer employment
    • Facebook
    • Instagram
    • Snapchat
    • In-app banner ads
    • Out-of-home
    2019-02-25 to 2019-03-31 Meets all criteria Meets all criteria
    Army Reserve – 2 Div security groups job fair In-app banner ads 2019-02-27 to 2019-03-10 Meets all criteria Meets all criteria
    Army Reserve – security job fair Out-of-home 2019-02-27 to 2019-03-10 Does not meet criteria under #5: The colours red and white of the text are used in a dominant way. Meets all criteria
    Army Reserve – Maroon Chef culinary competition
    • Facebook
    • Instagram
    2019-03-18 to 2019-03-31 Meets all criteria Meets all criteria
    Overarching Reserve Awareness
    • Video
    • YouTube
    2019-03-04 to 2019-03-31 Meets all criteria Meets all criteria
    Air Force Reserve Part III Local Jobs
    • Print
    • Radio
    2019-03-04 to 2019-03-31 Does not meet criteria under #1: The claim “The RCAF Reserve is pleased to announce” is self-congratulatory and not neutral. Meets all criteria
  • Transport Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Oceans Protection Plan - Marine Training Program
    • Videos (30 seconds)
    • Twitter
    • Facebook
    • Instagram
    • Mobile banners
    2019-03-21 to 2019-03-31 Meets all criteria Meets all criteria
    • Print
    • Radio
    2019-03-18 to 2019-03-31 Meets all criteria Meets all criteria
  • Veterans Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Mental Health Services Digital 2018-12-17 to 2019-01-20 Meets all criteria Meets all criteria
    My VAC Account
    • Facebook
    • Twitter
    • YouTube
    • Search engine marketing
    2019-03-01 to 2019-03-23 Meets all criteria Meets all criteria

Related documents

Report a problem or mistake on this page
Please select all that apply:

Thank you for your help!

You will not receive a reply. For enquiries, contact us.

Date modified: