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Province Protecting Ontario Jobs with New Advertising Directive

Submitted by the Premier’s office

July 3/24 – TORONTO — As part of the government’s work to promote Ontario-made products, services businesses and workers, the Minister of Finance, the Minister of Transportation and the Minister of Tourism, Culture and Gaming have directed the largest four government agencies to allocate a minimum of 25 per cent of their annual advertising spending for Ontario publishers. These agencies are the Liquor Control Board of Ontario (LCBO), the Ontario Cannabis Store, Metrolinx and the Ontario Lottery and Gaming Corporation (OLG).

These government agencies are some of the largest advertisers in the province, together spending well over $100 million on marketing each year. By ensuring that a minimum of 25 per cent of their advertising budgets are reserved for Ontario-based publishers, the government is helping to support these publishers and their workers, who are creating local news content for people across the province. The government is also making similar commitments with its own advertising spending, helping to provide even more support for Ontario jobs and promote Ontario culture.

For the purposes of this directive, Ontario-based publishers are defined as Ontario-based corporations, trusts or partnerships that have been designated as Qualified Canadian Journalism Organizations by the Canada Revenue Agency. This directive will be reviewed on a quarterly basis to ensure it is having the desired effect of promoting local content and culture and supporting Ontario jobs in these crucial sectors. The agencies have been directed to have this policy in place by September 3, 2024.

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