Rescinded [2016-05-11] - Procedures for the Management of Advertising

1.1 These procedures take effect on August 14, 2014.

1.2 They replace the Procedures for Planning, Contracting and Evaluating Advertising, dated May 13, 2008.

2.1 These procedures apply to all institutions listed in Schedules I, I.1 and II of the Financial Administration Act, unless excluded by specific acts, regulations or orders in council.

2.2 These procedures do not apply to the following institutions:

• Office of the Auditor General of Canada;
• Office of the Chief Electoral Officer;
• Office of the Commissioner of Lobbying of Canada;
• Office of the Commissioner of Official Languages;
• Offices of the Information and Privacy Commissioners of Canada; and
• Office of the Public Sector Integrity Commissioner of Canada.

3.1 Advertising is an important communications tool for informing Canadians about their rights and responsibilities; government policies, programs, services or initiatives; dangers or risks to public health, safety or the environment. Advertising is also important for promoting Canadian interests abroad.

3.2 These procedures support the Communications Policy of the Government of Canada, issued pursuant to Section 7 of the Financial Administration Act.

3.3 These procedures describe key requirements for heads of communications and the roles and responsibilities of the Communications and Consultations Secretariat at the Privy Council Office (PCO), as well as the Advertising Coordination and Partnerships Directorate and the Communication Procurement Directorate at Public Services and Procurement Canada (PSPC).

3.4 These procedures are to be read in conjunction with the Communications Policy of the Government of Canada, the Federal Identity Program Policy, the Official Languages Act, in particular Sections 11, 30 and 41, as well as the Policy on Official Languages and its related directives.

Definitions to be used in the interpretation of these procedures are included in Appendix: Definitions.

5.1 Objective

The objective of these procedures is to ensure that Government of Canada advertising is well coordinated, transparent and managed in a way that provides value for money.

5.2 Expected results

The following are the expected results of the application of these procedures:

• 5.2.1 departments carry out advertising in a manner that is open, fair and transparent, and that provides value for money;
• 5.2.2 departments manage advertising in a manner that is well coordinated and that meets the diverse information needs of Canadians.

Heads of communications are responsible for:

6.1 Planning and coordination

6.1.1 ensuring compliance and cost-effective application of these procedures;

6.1.2 aligning advertising activities with government priorities, themes and messages;

6.1.3 ensuring that all advertising is guided by the Canadian Code of Advertising Standards;

6.1.4 consulting with the Advertising Coordination and Partnerships Directorate at PSPC to determine whether a project falls within the definition of “advertising”;

6.1.5 preparing an annual advertising forecast, in consultation with the Communications and Consultations Secretariat at the PCO;

6.1.6 submitting an updated forecast in fall and winter, including any unanticipated advertising activities, and expenditure report to the Communications and Consultation Secretariat at the PCO and to the Advertising Coordination and Partnerships Directorate at PSPC;

6.1.7 ensuring that advertising activities consider the needs and interests of official language minority communities, as well as, Aboriginal and ethnocultural communities, as applicable;

6.1.8 ensuring that their department does not advertise, nor create the perception of endorsing, the goods or services of any private sector entity;

6.1.9 coordinating advertising activities with the Communications and Consultations Secretariat at the PCO and the Advertising Coordination and Partnerships Directorate at PSPC.

6.2 Contracting advertising services

6.2.1 determining when media space for public notices is purchased directly from media outlets;

6.2.2 ensuring that all other procurement for advertising activities, including planning, pre-testing, production, media placement and evaluation, is managed by the Communication Procurement Directorate at PSPC;

6.2.3 working with the Advertising Coordination and Partnerships Directorate at PSPC to develop statements of work and to obtain project registration numbers before contracts are awarded by Communication Procurement Directorate at PSPC;

6.2.4 managing the advertising contract, once it has been awarded by the Communication Procurement Directorate at PSPC;

6.2.5 informing the Advertising Coordination and Partnerships Directorate and the Communication Procurement Directorate at PSPC prior to any changes to the original scope of work, or amendments to the contract or to the media-buy strategy.

6.3 Pre-testing

6.3.1 pre-testing creative concepts with target audiences for all advertising campaigns over $1 million in total media buy;

6.3.2 pre-testing advertising campaign less than $1 million in total media buy if deemed necessary to help inform the creative process;

6.3.3 developing pre-testing plans, in consultation with the Communications and Consultations Secretariat at the PCO;

6.3.4 coordinating the pre-testing with the Public Opinion Research Directorate at PSPC, and forwarding the results to the Communications and Consultations Secretariat at the PCO.

6.4 Media placement

6.4.1 submitting draft creative elements, media-buy strategies and plans to the Communications and Consultations Secretariat at the PCO for review and direction; and forwarding them to the Advertising Coordination and Partnerships Directorate at PSPC for advice on compliance with legislative and policy requirements, and to obtain an authorization number.

6.5 Evaluation and reporting

6.5.1 having all advertising campaigns of over $1 million in total media buy evaluated using the Advertising Campaign Evaluation Tool (ACET) issued by the PCO;

6.5.2 coordinating ACET projects through the Public Opinion Research Directorate at PSPC, and forwarding the data to the Communications and Consultations Secretariat at the PCO.

6.6 Advertising in emergency or crisis situations

6.6.1 seeking direction from the Communications and Consultations Secretariat at the PCO in the case of emergency or crisis situations, before contacting the Advertising Coordination and Partnerships Directorate and Communication Procurement Directorate at PSPC.

6.7 Monitoring and reporting

Within departments

Heads of communications are responsible for:

• 6.7.1 monitoring compliance with these procedures in their department; and
• 6.7.2 recording complete and accurate information on all advertising activities, including public notices, project estimates, contracts, amendments to contracts and information on expenditures, in the Advertising Management Information Systems (AdMIS).

Government-wide

The Advertising Coordination and Partnerships Directorate and the Communication Procurement Directorate at PSPC are responsible for:

• 6.7.3 monitoring the implementation of these procedures in their areas of responsibility, and informing the Treasury Board of Canada Secretariat of any significant or systemic non-compliance issues.

The Treasury Board of Canada Secretariat is responsible for:

• 6.7.4 working with the Communications and Consultations Secretariat at the PCO, the Advertising Coordination and Partnerships Directorate and the Communication Procurement Directorate at PSPC to address any significant or systemic non-compliance issues;
• 6.7.5 monitoring government-wide compliance with these procedures; and
• 6.7.6 reviewing these procedures and their effectiveness at the five-year mark of implementation.

7.1 Consequences of non-compliance with these procedures can include any measure allowed by the Financial Administration Act that the Treasury Board would determine as appropriate and acceptable in the circumstances.

8.1 Treasury Board of Canada Secretariat is responsible for:

• 8.1.1 advising PSPC and the PCO on the interpretation of these procedures;
• 8.1.2 posting advertising fund allocations on the Treasury Board of Canada Secretariat website.

8.2 Privy Council Office is responsible for:

• 8.2.1 coordinating departmental and Government of Canada advertising activities;
• 8.2.2 advising departments on government priorities, themes and messages, and on the implementation of advertising initiatives;
• 8.2.3 identifying a lead department in the case of joint advertising activities; and
• 8.2.4 providing direction on advertising activities conducted in emergency or crisis situations.

8.3 Public Services and Procurement Canada is responsible for:

• 8.3.1 advising departments on compliance with legislative and policy requirements as well as on contracting options;
• 8.3.2 confirming whether advertising activities fall within the definition of advertising;
• 8.3.3 maintaining the Advertising Management Information Systems (AdMIS);
• 8.3.4 assigning project registration numbers for advertising services and authorization numbers for media placements;
• 8.3.5 managing the procurement process for all advertising activities, including pre-testing and post-campaign evaluations, and chairing bid-evaluation processes;
• 8.3.6 issuing work authorizations and managing the contract with the government’s agency of record;
• 8.3.7 publishing an annual report on advertising activities;
• 8.3.8 contributing to government-wide capacity building by offering information sessions and by promoting training opportunities on advertising;
• 8.3.9 developing best practices and tools, including media planning tools to reach Aboriginal, ethnocultural and official language minority communities; and
• 8.3.10 advising departments on the Canadian Code of Advertising Standards.

9.1 Legislation

• Canadian Multiculturalism Act
• Department of Public Works and Government Services Act
• Financial Administration Act
• Government Contracts Regulations
• Official Languages Act
• Official Languages (Communications with and Services to the Public) Regulations

9.2 Related policy instruments

• Common Services Policy
• Communications Policy of the Government of Canada
• Contracting Policy
• Directive on Official Languages for Communications and Services
• Federal Identity Program Policy
• Policy on Official Languages
• Policy on Title to Intellectual Property Arising Under Crown Procurement Contracts
• Procedures for the Management of Public Opinion Research

Treasury Board of Canada Secretariat
Telephone: 613-957-2400
Toll-free: 1-877-636-0656
TTY: 613-957-9090

Advertising Coordination and Partnerships Directorate
Public Services and Procurement Canada

Communication Procurement Directorate
Public Services and Procurement Canada

Advertising (publicité)

Any message conveyed in Canada or abroad and paid for by the government for placement in media, including but not limited to, newspapers, television, radio, cinema, billboards and other out-of-home media, mobile devices, Internet and any other digital medium.

Advertising activities (activités de publicité)

Activities relating to the production and placement of advertising. These activities include campaign planning, creative development, pre-testing, production, media planning, placement of advertising and evaluation.

Advertising Management Information System (AdMIS) (Système d’information sur la gestion de la publicité (GESPUB))

A database managed by Public Services and Procurement Canada that contains details (project information and expenditures) on government advertising activities. Departments input information on their advertising activities into AdMIS throughout the lifecycle of each advertising project.

ADV number (numéro PUB)

Also referred to as an authorization number. A media placement authorization number issued by the Advertising Coordination and Partnerships Directorate at Public Services and Procurement Canada (PSPC) to a department as confirmation that its advertising creative and media plan comply with government legislation, policies and standards. The ADV number authorizes the Communication Procurement Directorate at PSPC to issue a work authorization to the agency of record to implement the media plan.

Agency of record (agence de coordination)

A private-sector supplier, selected through a competitive process and under contract with the Government of Canada, that negotiates, consolidates, purchases and verifies advertising media time and space for the Government of Canada.

Authorization number

(numéro d’autorisation) – (See ADV number.)

Media buy or placement (achat ou placement dans les médias)

The purchase of advertising time or space—television, radio, newspaper, magazine, website, cinema or out-of-home, etc.

Public notice (avis public)

A form of advertising such as calls for tender, sales, public hearings, offers for employment, business hours and addresses.

Work authorization (autorisation de travail)

A contractual document, issued by the Communication Procurement Directorate at PSPC that instructs the agency of record to purchase advertising media space, time or both from media suppliers.