Federal Government Reallocates Social Media Advertising Budgets
The Canadian federal government has implemented a significant shift in its social media advertising strategy, dramatically reducing spending on TikTok and X while substantially increasing investments in Facebook and Instagram. This strategic reallocation of public advertising dollars comes during a period of heightened scrutiny over U.S. social media platforms and ongoing discussions between Canadian lawmakers and Meta regarding the company's block on Canadian news content.
Drastic Cuts to TikTok and X Advertising
According to the government's recently released annual advertising spending report, federal expenditures on TikTok advertising plummeted from approximately $1.1 million in the 2023-2024 fiscal year to just $180,000 in 2024-2025. This represents a reduction of nearly $1 million in government spending on the popular video-sharing platform.
Similarly, government advertising on X experienced a substantial decline, dropping from about $207,000 to less than $40,000 over the same period. While starting from a lower baseline than TikTok, this represents a significant reduction in government presence on the platform formerly known as Twitter.
Increased Investment in Meta Platforms
In contrast to the cuts to TikTok and X, federal spending on Facebook and Instagram advertising increased dramatically from approximately $500,000 to about $1.4 million between the 2023-2024 and 2024-2025 fiscal years. This marks a notable reversal from previous years of declining government investment in Meta platforms.
The increased spending on Facebook and Instagram follows years of declining government advertising on these platforms, including a reduction of more than $6 million between 2022-2023 and 2023-2024. This timeframe coincides with the passage of the Online News Act, which requires major technology companies that share Canadian news content to compensate publishers.
Political Context and Platform Controversies
The government's advertising decisions occur against a backdrop of ongoing controversies surrounding U.S. social media platforms. Canadian lawmakers have recently faced repeated questions about platform conduct, including concerns about sexually abusive user-generated content on X and the platform's artificial intelligence capabilities being used to create inappropriate deepfake content.
Meanwhile, discussions continue between the federal government and Meta regarding the company's block on Canadian news content, which has been in place since the Online News Act became law in 2023. A spokesperson for Culture Minister Marc Miller indicated that the government remains open to discussions about returning Canadian news to Facebook and Instagram.
Strategic Implications and Industry Response
The government's shifting advertising priorities highlight how decisions about which social media platforms to support through public advertising dollars have become increasingly political. Before Meta implemented its news block, Facebook and Instagram had traditionally received the bulk of government social media advertising spending.
Public Services and Procurement Canada, the federal department responsible for overseeing government advertising expenditures, did not respond to requests for comment regarding these spending changes. The strategic reallocation of advertising budgets reflects evolving government priorities and concerns about platform safety, content moderation, and the broader digital ecosystem in Canada.
