Third Party Advertisers

 

 What is Third Party Advertising?

A third party advertisement is a message in any medium (billboard, newspaper, radio, etc.) that supports or opposes a candidate or a "yes" or "no" vote on a referendum question on the ballot.  Third party in this context is a person or entity who is not a candidate.

 

A Third Party Advertiser can be an individual, Corporation or Trade Union. Third Party Advertising is separate from any candidate's campaign and must be done independently of candidates.  Candidates are not able to direct a Third Party Advertiser.

Candidates cannot register as a third party advertiser and cannot direct a third party advertiser

 

Third party advertising does not include:

Activities that do not involve spending money, such as discussions or expressing an opinion about a candidate (or an answer to a question on the ballot) are not considered to be third party advertising. Examples include:

  • speaking to friends and neighbours
  • posting on social media, such as Twitter, Facebook or Instagram
  • sending an email to a group or mailing list

 

Internal communications from an employer to their employees, a corporation to its shareholders, directors, members or employees or by a trade union to its members or employees are not considered to be third party advertising.

 

Advertising about an issue, rather than a candidate or a “yes” or “no” answer to a question on the ballot is not considered third party advertising. For example, signs saying “Support local businesses” or “Keep the waterfront green” would not be third party advertising, even if a candidate has made those issues part of their campaign.

Eligibility

The following are eligible to register as a third party advertiser:

  • An individual who is normally a resident of Ontario;
  • A corporation that carries on business in Ontario; and
  • A trade union that holds bargaining rights for employees in Ontario.

The following are not eligible to register as a third party advertiser:

  • A candidate whose nomination has been filed;
  • A federal political party registered under the Canada Elections Act or any federal constituency association or registered candidate at a federal election endorsed by that party;
  • A provincial political party, constituency association, registered candidate or leadership contestant registered under the Election Finances Act; and
  • The Crown in right of Canada or Ontario, a municipality, or a local board.

How to Register

A person, corporation or trade union must register in person with the Town Clerk’s Office  from May 2 to October 21, 2022 if they plan to spend money on advertisements or other materials that support, promote or oppose a candidate in the municipal election, or question on the ballot.

Register as a Third Party Advertiser

Registration forms are also available in hard copy at the Town Administration Centre - 10 Wellington St E, Alliston.

FAQ for Third Party Advertisers

What identification needs to be included on Third Party Advertisements?

  • A third party advertiser must provide the following information on all of its advertisements, signs and other materials:

    • the legal name of the registered third party (if the third party is a corporation or trade union, the name of the corporation or trade union must appear, not the name of the representative who filed the registration)
    • the municipality where the third party is registered
    • a telephone number, mailing address or email address where the third party can be contacted

    A registered individual cannot act on behalf of a group or organization that is not eligible to register as a third party advertiser. For example, if Chris Smith is the president of a business improvement association (BIA), the signs and materials must identify Chris Smith as the person responsible for the advertising, not the BIA.

    If ads are going to be broadcast or published (e.g. on a radio station or in a newspaper), the ad must contain the information required above, and the third party advertiser must also provide the broadcaster or publisher with the following:

    • the name of the registered third party
    • the name, business address and telephone number of the individual who deals with the broadcaster or publisher under the direction of the registered third party
    • the municipality where the third party is registered

    Any additional content of signs is not regulated under the act.

 

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