Question Period Note: 2018-2019 ANNUAL REPORT ON GOVERNMENT OF CANADA ADVERTISING ACTIVITIES

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About

Reference number:
CRA-2020-QP-00005
Date received:
Feb 4, 2020
Organization:
Canada Revenue Agency
Name of Minister:
Lebouthillier, Diane (Hon.)
Title of Minister:
Minister of National Revenue

Issue/Question:

Why did the Canada Revenue Agency’s advertising expenditures increase in 2018-2019?

Suggested Response:

• The Agency wants to ensure that all Canadians receive the benefits and credits to which they are entitled.

• Tax-filing opens the door to benefits and credits, especially in situations where a bit of extra support can really make a difference.

• The Agency undertakes a number of activities to reach individuals and inform them of the need to file a tax return to obtain the benefits and credits to which they may be entitled.

• This is done through paid advertising, promoted social media content, proactive media relations, direct mail, and stakeholder partnerships such as the Community Volunteer Income Tax Program.

• One of the activities used to reach individuals is through paid advertising.

Background:

In fiscal year 2018-2019, Privy Council Office confirmed the Agency was allocated the following advertising amounts for three campaigns:
Benefits and Credits - $6.0 million
Tax Evasion and Aggressive Tax Avoidance - $900 thousand
Climate Action Incentive - $2.4 million

Total expenditures for fiscal year 2018-2019 were $7.843 million, which were higher than the three previous fiscal years. Advertising expenditures for the previous three fiscal years are as follows:
2017-2018 - $1.699 million
2016-2017 - $1.961 million
2015-2016 - $1.790 million

Advertising expenditures in 2019 are consistent with amounts spent in 2014 and 2015.

Government of Canada annual advertising reports can be found at the following link:
https://www.tpsgc-pwgsc.gc.ca/pub-adv/annuel-annual-eng.html

The Government of Canada follows an integrated and extensive process for all advertising placements, which includes coordination with Public Service Procurement Canada, the Privy Council Office, and Advertising Standards Canada to ensure the information given to Canadians is clear, factual and is available in both official languages.

Additional Information:

Government of Canada annual advertising reports