Canadian Government Turns to Social Media Influencers to Combat Disinformation
OTTAWA — In a bid to reach younger generations and combat the spread of disinformation, the Canadian government has been spending millions on social media influencers to disseminate its messaging.
Since 2021, federal departments and agencies have allocated at least $1.7 million to influencer marketing campaigns and strategies, according to documents tabled in the House of Commons and publicly available contracts. This figure represents a fraction of the government’s overall advertising expenditures, which predominantly focus on traditional media outlets.
Treasury Board President Anita Anand emphasized the need to evolve with the times, noting that many Canadians, especially younger demographics, now rely on social media as their primary source of information. She expressed concerns about the ease with which disinformation can spread on these platforms.
“We are now in an era where people debate what is true,” Anand said. “And in order to be in the realm of discussing the truth, we need to ensure that the work that we are doing in whatever portfolio is actually disseminated in an honest and clear way so that Canadians can understand what their taxpayer dollars are paying for.”
Health Minister Mark Holland echoed these sentiments, warning about the potential for foreign interference in destabilizing democracies by questioning the truth. His department, along with the Public Health Agency of Canada, has spent over $1.3 million on influencer campaigns.
The government’s efforts have focused on promoting public service announcements related to health, travel, and other topics that would typically be covered in newspaper ads or TV commercials. Influencers have been hired to deliver government-approved messaging on issues such as safe cannabis use, dementia prevention, sexual health, and mental health resources.
“If we’re not using alternative methods of communicating, then we’re going to be failing to connect people to those services and they’re rightfully going to be upset that they didn’t get the opportunity to avail themselves,” Holland said.
While the government has embraced social media influencers, it has not abandoned traditional media outlets entirely. For example, Health Canada’s spending on digital marketing firms between 2021-22 and 2023-24 amounted to just 2.5% of its total $25.7 million advertising budget.
The paid influencers are active on various platforms, including Instagram, YouTube, Facebook, and even TikTok, which has been banned from government devices due to national security concerns. However, Deputy Prime Minister Chrystia Freeland emphasized the importance of meeting Canadians where they are, regardless of the platform.
“A lot of Canadians get their information from other sources,” Freeland said. “And it’s our responsibility to be sure that we are meeting Canadians where they are.”
The government’s embrace of social media influencers reflects a broader trend in political communication, as politicians and policymakers seek to adapt to the changing media landscape and reach younger audiences. As the battle against disinformation continues, the Canadian government’s investment in influencer marketing may serve as a model for other nations grappling with similar challenges.