As of today British Columbia is officially in a “campaign period” under BC’s Election Act! This means any advertising you’re doing that promotes or opposes a candidate or political party, or that takes a position on an issue with which a registered political party or candidate is associated, is regulated.

How does that impact your online activities?

Electronic messages transmitted over the internet will constitute election advertising if they have or would normally have a “placement cost”, which is the cost of purchasing election advertising.

For example:

Boosted tweets and Facebook posts;
Pre-roll videos or ads; or,
Banner ads.

In the event you are engaged in this type of advertising and you’re directly or indirectly referencing candidates, parties, or election issues your activities will be captured under the Act and you are required to register as a third party, report your activities, and follow the applicable rules. Generally messaging on the internet that does not have a placement cost will not qualify as election advertising under the Act.

Be aware that ‘issues associated with candidates or parties’ will change over the course of the campaign as certain stories gain media coverage and platforms are announced, so if you are engaged in issue-based advertising you need to continually assess it to ensure it isn’t captured as advertising under the Act.

If you need help ensuring you’re operating within the third party sponsor rules or ensuring your activities do not constitute election advertising please contact us and we’ll be happy to help.