What must an election ad’s authorization line say?

What is the exact wording at each level?

Find your level and put your agent’s name and contact into its pattern.

Third parties carry their own line at every level that regulates them.

Two BC local details catch campaigns out. A line on an ad in another language must appear in English and in that language (s.44(3)). An ad with co-sponsors lists each one (s.44(4)).

Can I write “paid for by” instead of “authorized by”?

Not in a federal election. Elections Canada’s candidate handbook says the words “paid for by” cannot replace “authorized by”. Ontario’s regulator shows a “paid for by” example for parties because its Act only requires naming who placed and paid for the ad. Everywhere else the regulators’ own examples start with “Authorized by”.

Does a lawn sign need an authorization line?

Yes, at every level with a candidate rule. Elections Canada’s handbook says signs carry the tagline. Alberta also sets a size: at least 1/32 of the sign’s height and on both sides when both sides show. In BC local elections a one-sided sign carries the line on its printed face. Placement and timing rules come from each municipality’s sign bylaw.

Alberta’s guideline adds a print rule: the line on a flyer or mailer uses the same font size as the main text, legible and in a contrasting colour. BC local sets no size, only that the line be clear and readable.

Do social media posts and websites need one?

Free posts from your own account usually do not, because the rules cover paid advertising. The moment you boost or pay to promote a post it needs the line. A small paid ad can point to a page that carries it. Put the line in your website footer so every paid link lands on it.

• Federal: an internet ad too small for the line is fine if the line is immediately apparent when someone follows the link.
• BC provincial: the line may sit on the page the ad clicks through to.
• BC local: an internet ad may link to the sponsorship information if the link clearly says so. A post with no placement cost is not advertising.
• Alberta: paid social promotion needs the line.

Personal, non-commercial views an individual posts online are outside the definition of election advertising federally, in BC and in Ontario.

Which items are exempt?

Clothing, buttons and other novelty items are exempt in BC (provincial and local) and in Alberta. So are small items of nominal value such as pens, mugs and magnets. Elections Canada treats wearable and personal use goods as outside advertising. The cost of these items still counts as a campaign expense.

The BC local guide lists stickers, bumper stickers, pens, mugs, magnets, key chains, notepads and business cards as nominal items. For what those items do to your budget, see what it costs to run for council.

What about phone calls and texts?

Alberta spells it out. Its definition of advertising covers phone, email and text messages. On a call the caller ID must show, the sponsor’s name and party come first and a contact number comes last. Federally a phone call is not advertising for tagline purposes. In BC local elections paid canvassing counts as advertising.

An individual’s own texts and calls sharing personal views are not advertising in BC local elections. Broadcast and electronic ads in Alberta carry the line at the beginning.

What happens if an ad has no authorization line?

Regulators can order the ad removed and fine the campaign. BC provincial penalties reach $10,000 and BC local $5,000 for an individual. Ontario provincial reaches $10,000. A federal administrative penalty can reach $25,000 for an individual. Ontario municipal convictions carry fines up to $25,000.

Who has to sign off on the line?

The person named. Federally that is the official agent. In BC it is the financial agent, whose contact has to answer voters’ questions. In Quebec it is the official agent’s title. Agree the wording with your agent before the first proof goes to the printer, and put the same line on every piece.

If you are still choosing an agent, hiring campaign help covers the role. Nomination contestants advertise too, and winning a party nomination covers that race.