Elections Calgary

Third party advertiser advertising requirements

What is election advertising?

As per the Local Authorities Election Act (LAEA) section 162, election advertising is the transmission to the public of an advertising message that promotes or opposes a candidate or takes a position on an issue that is the subject of a vote on a bylaw or question. The advertising would take place during the election advertising period which is May 1 in the year in which a general election is held and ending on election day.

During a by-election, the election advertising period begins the day after the resolution or bylaw is passed to set election day for the by-election and ends on election day. More guidelines are available in Third Party Guidelines for Local Elections in Alberta.

Election advertising includes:

  • Canvassing for the benefit of a candidate or to promote or oppose a position on an issue that is the subject of a vote on a bylaw or question.
  • Organizing events where the primary purpose of the event is to promote or oppose a candidate or a position on an issue that is the subject of a vote on a bylaw or question.
  • TV, radio, or newspaper ads.
  • Signs, billboards, or posters.
  • Newsletters, brochures, and mailing inserts.
  • Ads on the internet with a placement cost (pay-per-click, paid social media, pop-up ads, etc.).

Election advertising does NOT include:

  • Editorial, debate, speech, interview, column, letter, or news.
  • Book distribution or promotion.
  • Communication by a corporation to employees or shareholders.
  • Sharing political views on the internet (blogs, or posts on social media that are not paid).
  • Phone calls encouraging voter participation.
  • Advertising by local jurisdictions (i.e., The City of Calgary, Elections Calgary).
  • Unintended information/advertising in another jurisdiction.

Identification of third party advertisers in advertising

As required in the LAEA section 179, all third party advertiser sponsored election advertising must include the following three elements:

  1. Third party advertiser's name.
  2. Contact information.
  3. Indicate whether the third party authorizes the election advertising.

Telephone advertising additional requirements

Election advertising via telephone calls (live calls or automated pre-recorded calls) must include:

  • Call display of telephone number. The number must be displayed and cannot be blocked from being displayed.
  • Name of third party.  The name must be stated at the beginning of the election advertising.
  • Authorization. Must state whether the election advertising is authorized by the third party.
  • Contact telephone number. A contact number must be stated at the end of the election advertising.

List of election advertising

On or before March 1 in the year following a general election or within 120 days after a by-election, all third party advertisers must submit an advertising return report that includes a list of the time and place of broadcast or publication of the advertisements.

Election advertising returns are available to view in person at the Elections Calgary office by appointment.

Note: Information on this website is provided for reference only. It is not legal advice and should not be relied on as such. All political participants including candidates, local political parties, slates and third party advertisers are subject to further requirements. Political participants should refer to the Local Authorities Election Act and associated regulations and obtain legal advice regarding the full extent of their obligations.

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On behalf of: