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HomeMy WebLinkAboutCAO 04-24Report to Executive Committee Report Number: CAO 04-24 Date: June 10, 2024 From: Marisa Carpino Chief Administrative Officer Subject: Advertising Standards Policy -File: A-1440 Recommendation: 1.That Council approve the Advertising Standards Policy as set out in Attachment 1 to this Report; and, 2.That the appropriate officials of the City of Pickering be authorized to take the necessaryactions as indicated in this report. Executive Summary: The purpose of this report is to seek Council’s approval of the Advertising Standards Policy which establishes clear criteria for the acceptance or rejection of advertising opportunities within the City of Pickering. By implementing this policy, City staff will be equipped with guidelines to make informed decisions regarding advertising placements. This framework aims to optimize communication effectiveness, while minimizing the potential risks of being associated with inappropriate third-party content. Ultimately, the policy seeks to enhance transparency and accountability in the City's advertising practices, ensuring that all communications align with the values and objectives of the Pickering Corporate Strategic Plan, and Equity, Diversity & Inclusion Strategy. Relationship to the Pickering Strategic Plan: The recommendations in this report respond to the Pickering Strategic Plan Priority of Foster an Engaged & Informed Community. Financial Implications: Individual City departments have approved budgets with advertising envelopes for specific programs and initiatives, and place advertisements based on target audiences and available funding. However, funds in the amount of $31,000.00 are allocated to Public Affairs & Corporate Communications (10010 cost centre) to cover the cost of Statutory Notice advertising across all departments. Department staff have been advised to work with Corporate Communications when a Statutory Notice requires placement in a newspaper. CAO 04-24 June 10, 2024 Subject: Advertising Standards Policy Page 2 Discussion: The purpose of this report is to seek Council’s approval of the Advertising Standards Policy which establishes clear criteria for the acceptance or rejection of advertising opportunities within the City of Pickering. The development and implementation of the Advertising Standards Policy within the City of Pickering are critical measures to safeguard the City's reputation and uphold its brand integrity. This policy establishes clear criteria and is designed to ensure that all advertising initiatives align closely with Pickering's core values and commitment to Equity, Diversity, and Inclusion (EDI). The Advertising Standards Policy specifically safeguards the City by avoiding advertising in media that may give space to malicious or aggressive opinion pieces, convey negative messages targeting a specific faith, religion, ethnicity, sex, and/or sexual orientation, or originate from non-family friendly industries (including but not limited to) tobacco, cannabis, or weapons. It also aims to prevent demeaning or derogatory portrayals that could offend any segment of the community. By upholding stringent standards for advertising placements, the City of Pickering demonstrates its commitment to ethical advertising practices and responsible engagement with the public. This proactive approach not only protects the City's reputation, but also fosters trust and confidence among residents, businesses, and stakeholders. It reinforces Pickering's dedication to promoting a positive and inclusive community image through all communication channels. In summary, the implementation of the Advertising Standards Policy underscores Pickering's commitment to reputational management and ethical advertising practices, including our dedication to EDI. Council approval of this policy is essential to formalize these principles and empower staff to uphold these standards effectively, ensuring that any advertising initiatives do not erode the City's overall image and relationship with its diverse population. Attachment: 1. Advertising Standards Policy CAO 04-24 June 10, 2024 Subject: Advertising Standards Policy Page 3 Prepared By: Approved/Endorsed By: Farnaz Patel Mark Guinto Strategic Initiatives & Division Head, Public Affairs & Corporate Priorities Advisor Corporate Communications MG:FP Recommended for the consideration of Pickering City Council Marisa Carpino, M.A. Chief Administrative Officer Original Signed By Original Signed By Original Signed By Policy Procedure Title: Advertising Standards Policy Policy Number ADM 280 Reference Date Originated (m/d/y) May 6, 2024 Date Revised (m/d/y) Pages 3 Approval: Chief Administrative Officer Point of Contact Division Head, Public Affairs & Corporate Communications Attachment 1 to Report CAO 04-24 Policy Objective The purpose of the Advertising Standards Policy is to develop a set of guidelines and criteria regarding acceptable Industry Standards, as it pertains to the development and placement of City Advertisements based on objectives, scope of the initiative, target audience, approved budget, and available funding. The purpose of the Advertising Standards Policy is also to ensure that City of Pickering Advertisements reach the appropriate audience in the most effective and efficient manner. The objective of this Policy is to: 1.Ensure transparent government communications, which promote public input. 2.Adhere to generally accepted Industry Standards. 3.Promote a positive image of the City. Index 01 Definitions 02 Criteria for Qualification 03 Additional Requirements 01 Definitions 01.01 Advertise – means the distribution of City messages through a medium that has a placement cost or would normally have a placement cost. For the purposes of this Policy, Advertisement and Advertising shall have the same meaning. 01.02 Advertising Mediums – means print publications such as (newspaper, magazine, etc.); broadcast (television and radio); digital/online (e.g. websites, social media, podcasts, etc.); consumer and business magazines; and out of home and transit Policy Title: Advertising Standards Policy Page 2 of 3 Policy Number: ADM 280 (e.g. billboards, message boards, transit shelter, bench advertising, etc.) or other mediums available to and used by the City for Advertising. 01.03 Industry Standards – refers to generally-accepted code of standards, practice and ethics as it relates to print publications and broadcast (standards such as those of the National NewsMedia Council, Canadian Press, the Canadian Association of Journalists, the Canadian Broadcasting Standards Council, etc.). 01.04 Vendor – refers to an individual or company offering the sale of their goods or services through various Advertising Mediums. 02 Criteria for Qualification The paid placement of messaging by the City of Pickering is to educate and inform the general public and target audiences about City services, programs, initiatives, and meet legislative requirements. 02.01 Vendors must meet all criteria listed below for the City of Pickering to consider placement of an Advertisement: a) where applicable, provide proof that they have published consecutive issues (daily or weekly) for a period of no less than one year. The minimum publication frequency acceptable to the City of Pickering shall be at least a week or less; b) publish in a format consistent with Industry Standards; c) be professional, credible and provide return on investment; and, d) ensure the editorial content does not: • promote racial hatred; • promote discrimination of any kind; and, • promote the subversion of Canada’s democratic system of government. 02.02 The City will not Advertise in Advertising Mediums that publishes op-eds, opinion pieces, or third-party content that: • violates any City Policy; • is not in alignment with the City’s Corporate Priorities or Commitment to Equity, Diversity, and Inclusion; • are malicious or overly aggressive in tone, and can be perceived as harassing, intimidating, or bullying community members; • conveys a negative religious message that might be deemed prejudicial to religious groups; • whose main business is derived from the sale of tobacco and/or cannabis; • whose main business is derived from the support of, or involvement in the production, distribution, and sale of weapons and other life-threatening products; • presents demeaning or derogatory portrayals of individuals or groups or contains anything, which is likely to cause deep or widespread offence; Policy Title: Advertising Standards Policy Page 3 of 3 Policy Number: ADM 280 • is in direct competition with City of Pickering services, programs or initiatives; or, • any other content deemed inappropriate by the City of Pickering with such determination being made by the Division Head, Corporate Communications & Public Affairs in coordination with the Chief Administrative Officer. 03 Additional Requirements 03.01 Print Media Vendors must provide: • the last three consecutive issues of the print publication (daily or weekly); and • the original copy of the Publisher’s Sworn Statement of Circulation completed and signed by the publisher and sworn before a commissioner for oaths, lawyer, notary or another authorized official. 03.02 Broadcast Media Vendors must provide: • a link to their latest news broadcasts; and, • an audience measurement report (e.g. radio listenership, television viewership, etc.) certified by a third-party auditor. 03.03 Compliance with the criteria for qualification and/or additional requirements does not guarantee that the City of Pickering will place Advertisements with any specific Vendor.