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.

  • Atlantic Canada Opportunities Agency
    Campaign title Media type(s) Campaign date Initial determination Final determination
    ACOA Atlantic Growth Strategy
    • Search engine marketing
    • Radio (30 seconds)
    2019-05-27 to 2019-06-23 Meets all criteria Meets all criteria
    • Facebook
    • Print
    2019-05-27 to 2019-06-23 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.
  • Canada Revenue Agency
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Climate Action Incentive – Alberta
    • Facebook
    • Instagram
    • Web
    • Search engine marketing
    • Radio
    • Print
    2020-02-24 to 2020-03-31 Meets all criteria Meets all criteria
  • 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
    Search engine marketing 2019-04-15 to 2019-06-16 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
    • Facebook
    • Print
    • Search engine marketing
    2020-03-09 to 2020-03-29 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.
    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
    YouTube 2019-06-10 to 2019-06-30 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.
    Education and Skills - Adult
    • YouTube
    • Spotify
    • Facebook
    • Twitter
    • Instagram
    2019-04-22 to 2019-06-16 Meets all criteria Meets all criteria
    YouTube 2019-06-10 to 2019-06-30 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 2019-06-10 to 2019-06-30 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used. Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used.
  • Environment and Climate Change Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Nature Legacy
    • Facebook
    • Instagram
    • Twitter
    • Out-of-home
    2019-04-18 to 2019-06-30 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Twitter
    • YouTube
    2019-04-29 to 2019-06-30 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
    • Search engine marketing
    • Out-of-home (public transit)
    2019-05-06 to 2019-06-09 Meets all criteria Meets all criteria
  • Global Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    EduCanada - Atlantic
    • Facebook
    • Search engine marketing
    2019-06-17 to 2019-06-30 Meets all criteria Meets all criteria
    EduCanada – K-12
    • Facebook
    • Search engine marketing
    2019-06-17 to 2019-06-30 Meets all criteria Meets all criteria
    EduCanada Francophonie Search engine marketing 2019-06-10 to 2019-06-30 Meets all criteria Meets all criteria
    Facebook 2019-06-17 to 2019-06-30 Meets all criteria Meets all criteria
    EduCanada – Masters/PhD
    • Facebook
    • Search engine marketing
    2019-06-17 to 2019-06-30 Meets all criteria Meets all criteria
    EduCanada – Phase II

    Videos (6- and 15-seconds)

    2019-06-10 to 2019-06-30 Meets all criteria Meets all criteria
    Canadian Trade Commissioner Service
    • Facebook
    • Twitter
    • LinkedIn
    • Digital (Web and mobile)
    2019-06-03 to 2019-06-30 Meets all criteria Meets all criteria
    Search engine marketing 2019-06-10 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
    • Videos (15 seconds)
    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
    Videos (15 seconds) 2020-03-09 to 2020-03-29 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used. Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used
    • Web banners
    • Search engine marketing
    2020-03-09 to 2020-03-31 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used. Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used
    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
    Television 2019-04-22 to 2019-05-05 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
    • Twitter
    2019-04-15 to 2019-06-30 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
    • Instagram
    • Videos (30 seconds)
    • Search engine marketing
    2020-03-01 to 2020-03-31 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used. Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used.
    Youth Vaping Prevention
    • Search engine marketing
    • Facebook
    • Print
    2019-04-29 to 2019-06-30 Meets all criteria Meets all criteria
    • YouTube
    • Instagram
    • Snapchat
    • Videos (6, 10 and 15 seconds)
    • Search engine marketing
    2019-04-15 to 2019-06-30 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 (cinema) 2019-04-26 to 2019-06-06 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.
    Out-of-home 2019-04-01 to 2019-04-28 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.
    • Instagram (10 second videos)
    • Snapchat (10 second videos)
    • Out-of-home
    2019-05-20 to 2019-06-30 Meets all criteria Meets all criteria
    Search engine marketing 2019-10-16 to 2019-11-18 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Snapchat
    2019-10-22 to 2019-11-18 Meets all criteria Meets all criteria
    Videos (6-, 10- and 15-seconds) 2019-10-21 to 2019-11-18 Meets all criteria Meets all criteria
    • Search engine marketing
    • Video (15-seconds)
    2019-12-20 to 2020-03-31 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
    • Web
    2020-02-19 to 2020-03-31 Meets all criteria Meets all criteria
    • Twitch
    • YouTube
    2020-02-03 to 2020-03-31 Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns were re-used. Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns were re-used.
    • Snapchat
    • YouTube
    2020-03-02 to 2020-03-31 Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns were re-used. Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns were re-used.
    Television 2020-02-02 to 2020-03-31 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.
  • Immigration, Refugee and Citizenship Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Newcomer Services Search engine marketing 2019-05-14 to 2019-06-10 Meets all criteria Meets all criteria
    Facebook 2019-05-06 to 2019-05-26 Meets all criteria Meets all criteria
    India Temporary Resident Visa Strategy Facebook 2019-06-03 to 2019-06-30 Meets all criteria Meets all criteria
    • Radio
    • Print
    2019-06-10 to 2019-06-30 Meets all criteria Meets all criteria
    • Radio
    • Print
    2020-03-09 to 2020-03-09 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used
    • Search engine marketing
    • Web
    2020-03-09 to 2020-03-31 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.
    Digital 2019-05-20 to 2019-06-30 Meets all criteria Meets all criteria
    Digital 2019-05-20 to 2019-06-30 Does not meet criteria under #1: The statement about the best training is self-congratulatory. Meets all criteria
    Search engine marketing 2019-05-21 to 2019-06-30 Does not meet criteria under #1: No documentation was provided to support that a Medical Officer could receive a signing bonus of up to $225,000. Meets all criteria
    • Search engine marketing
    • 15- and 30- second videos
    2020-01-06 to 2020-03-31 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.
    Priority Occupations Campaign
    • Facebook
    • Facebook 30 second video
    • LinkedIn
    2019-06-03 to 2019-06-30 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.
    Search engine marketing 2019-08-06 to 2019-11-30 Meets all criteria Meets all criteria
    • Facebook
    • Twitter
    • LinkedIn
    • Web
    2019-08-19 to 2019-11-30 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Mobile ads
    2019-10-12 to 2019-11-13 Meets all criteria Meets all criteria
    • Facebook
    • Web
    2019-01-13 to 2020-03-01 Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns were re-used. Meets all criteria: Approved creatives from the 2018-2019 and 2019-2020 campaigns 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.
    Videos (60 seconds) 2019-04-29 to 2019-06-23 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 2019-04-29 to 2019-06-16 Meets all criteria Meets all criteria
    Buzzfeed 2019-05-06 to 2019-06-02 Meets all criteria Meets all criteria
    Instagram 2019-05-06 to 2019-06-23 Meets all criteria Meets all criteria
    Video (60 seconds) 2019-06-27 to 2019-06-27 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.
    • Web
    • Facebook
    2019-06-03 to 2019-06-30 Meets all criteria Meets all criteria
    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.
    Search engine marketing 2020-03-02 to 2020-03-31 Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used. Meets all criteria: Approved creatives from the 2019-2020 campaign were re-used.
  • Public Health Agency of Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Coronavirus
    • Facebook
    • Twitter
    • Instagram
    • Web
    2020-03-13 to 2020-03-31 Meets all criteria Meets all criteria
    Radio 2020-03-20 to 2020-04-12 Meets all criteria Meets all criteria
    Web 2020-03-18 to 2020-04-19 Meets all criteria: Previously approved creatives were re-used. Meets all criteria: Previously approved creatives were re-used.
    Television 2020-03-23 to 2020-04-12 Meets all criteria Meets all criteria
    Print 2020-03-25 to 2020-03-31 Meets all criteria Meets all criteria
    Childhood Vaccination Search engine marketing 2019-04-17 to 2019-06-30 Meets all criteria Meets all criteria
    • Web banners
    • Videos (15 and 30 seconds)
    2019-04-18 to 2019-06-30 Approved creatives from the 2018-2019 campaign were re-used. Approved creatives from the 2018-2019 campaign were re-used.
  • 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
    Spotify 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.
    • Snapchat
    • Videos (15- and 30-seconds)
    2020-03-11 to 2020-03-31 Meets all criteria: Approved creatives from the 2017-2018 and 2018-2019 campaigns were re-used. Meets all criteria: Approved creatives from the 2017-2018 and 2018-2019 campaigns were re-used.
  • 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)
    • 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
    • Videos
    • Television
    • Digital
    2019-04-25 to 2019-04-30 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
    • Web
    2019-06-17 to 2019-06-30 Meets all criteria Meets all criteria
    Remembrance Campaign 2019
    • Twitter
    • Spotify
    • Facebook
    • Snapchat
    • Instagram
    • Videos for web and social media
    • Web
    2019-11-01 to 2019-11-11 Meets all criteria Meets all criteria
    Television 2019-11-04 to 2019-11-11 Meets all criteria Meets all criteria
    • Twitter
    • Snapchat
    2019-11-11 to 2019-11-11 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.

  • Environment and Climate Change Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Canada’s Climate Plan
    • Search engine marketing
    • Facebook
    • YouTube
    2019-05-01 to 2019-06-02 Meets all criteria Meets all criteria
  • Global Affairs Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Women Deliver
    • Facebook
    • Instagram
    • Twitter
    2019-05-06 to 2019-06-06 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Twitter
    2019-05-14 to 2019-05-20 Meets all criteria Meets all criteria
    • Facebook
    • Instagram
    • Twitter
    2019-05-22 to 2019-05-26 Meets all criteria Meets all criteria
  • Immigration, Refugee and Citizenship Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    International Experience Canada
    • Facebook
    • Instagram
    • YouTube
    2020-03-09 to 2020-03-29 Meets all criteria Meets all criteria
  • National Defence
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Overarching Reserve Awareness
    • YouTube
    • In-app mobile banners
    2019-05-27 to 2019-06-23 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
    • Instagram
    • Snapchat
    2020-01-27 to 2020-03-13 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.
    Indigenous Program
    • Print
    • Digital magazine
    • Mobile interstitial
    • Facebook
    • Twitter
    • Digital and mobile banners
    2019-05-13 to 2019-06-30 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
    • Instagram
    • Twitter
    2020-03-04 to 2020-03-31 Meets all criteria Meets all criteria
  • Royal Canadian Mounted Police
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Police Officer Recruitment
    • Facebook
    • Instagram
    • Web
    • Search engine marketing
    2020-03-10 to 2020-03-31 Meets all criteria: Approved creatives from the 2016-2017 campaign were re-used. Meets all criteria: Approved creatives from the 2016-2017 campaign were re-used.
  • Transport Canada
    Campaign title Media type(s) Campaign date Initial determination Final determination
    Oceans Protection Plan (OPP) Marine Training Program – South Search engine marketing 2019-06-10 to 2019-06-30 Meets all criteria Meets all criteria
    Oceans Protection Plan (OPP) Marine Training Program – North
    • Facebook
    • Instagram
    • Web banners
    • Radio (30 seconds)
    • Print
    2019-06-10 to 2019-06-30 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.
  • 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 2019-06-10 Meets all criteria Meets all criteria
    Digital 2019-05-27 to 2019-06-30 Meets all criteria Meets all criteria
    My VAC Account
    • Facebook
    • YouTube
    • Twitter
    • Search engine marketing
    2019-05-13 to 2019-06-09 Meets all criteria Meets all criteria
    The Italian Campaign
    • Facebook
    • Instagram
    2019-05-06 to 2019-05-21 Meets all criteria Meets all criteria
    Mental Health Services
    • Search engine marketing
    • Facebook
    • Twitter
    • YouTube
    2019-12-18 to 2020-01-20 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.

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