B.C. government considers pulling its advertising from tech titans.
The B.C. government is considering pulling its advertising from Facebook, Instagram and other platforms run by tech giant Meta, after what Premier David Eby calls the company’s outrageous disregard for Canadian law.
Prime Minister Justin Trudeau on Wednesday suspended federal advertising with Meta, which accounted for $11.4 million in 2021-22. Google and Meta are opposed to Bill C-18, Canada’s Online News Act, which passed last month and compels the tech companies to compensate news organizations whenever someone clicks on a link to one of their stories.
The problem, said Eby, is the B.C. government is trying to reach as many people as possible for key advertising campaigns about the wildfire season, and fire prevention. Facebook and Google have a long reach for public safety campaigns. The province’s “digital” advertising budget rose almost 138 per cent from 2019 to 2023, from $3.2 million to $7.6 million, while its “traditional” advertising rose only 73 per cent, from $7 million to $12.1 million during the same period.
“I just struggle to understand why we're at this point, when these companies know what the issue is, when they have already acknowledged it and a willingness to address it,” he said. “To punish Canadians like this and to abuse their dominant position and their ability to communicate with certain groups of Canadians, of British Columbians, is very disappointing to me.”
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