Question Period Note: CIRNAC/ISC Advertising

• We recognize the importance of managing public funds, including for paid advertising.

• The increased amount for the 2018-19 fiscal year is because the financials for CIRNAC and ISC were not yet completely separated after the creation of both departments, and the advertising budget from Health Canada for the First Nations and Inuit Health Branch was included in this amount.

• As of April 1, 2019, CIRNAC and ISC are now reporting on advertising separately.

• The Government remains committed to sound financial management.

Advertising is centralized through Public Services and Procurement Canada’s (PSPC) Advertising Services Directorate. Most Government of Canada advertising is done via the Agency of Record (AOR). Departments can undertake advertising directly without the AOR under specific circumstances and both ISC and CIRNAC have numerous advertising initiatives that fall under this category.

Since ISC used the service of PSPC Online Advertising Unit, it was previously understood that they were to be report under their own responses. In March 2020 they purchased on ISC’s behalf online advertising for Jordan’s Principle and the Act respecting First Nation, Inuit and Métis children, youth and families. .

The 2020-21 forecast for advertising for each department also accounts for legal and/or health and safety notices that could be required. Therefore, the full amount forecasted is not always spent at the end of the year. Year-end totals reflect actual spending.

The annual reports are published publically and include all media placement and production expenditures from both the AOR and departmental advertising.

In election years (i.e., 2015 and 2019) the writ period affects advertising spending as advertising is suspended.

If pressed on use of paid digital advertising
• We know that paid digital media, including Facebook, is effective in reaching the right people quickly such as public notices for legal obligations and public health measures.

• The First Nations and Inuit Health Branch uses advertising along with outreach activities to reach Indigenous and non-Indigenous audiences to raise awareness of various programs and services that are available and how to access them.

• These programs include Jordan’s Principle and the Act respecting First Nation, Inuit and Métis children, youth and families.

• We will continue to manage public money for advertising soundly.