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HomeMy WebLinkAboutADM 280 Advertising Standards Policy Policy Procedure Title: Advertising Standards Policy Policy Number ADM 280 Reference Date Originated (m/d/y) June 24, 2024 Date Revised (m/d/y) Pages 3 Approval: Chief Administrative Officer Point of Contact Division Head, Public Affairs & Corporate Communications 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 Accessibility 03 Criteria for Qualification 04 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. Policy Title: Advertising Standards Policy Page 2 of 3 Policy Number: ADM 280 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 (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 Accessibility The City of Pickering is committed to providing services as set out in the Accessibility for Ontarians with Disabilities Act, 2005. City placed advertising is to follow the best practices outlined in the Writing Guide, including but not limited to: • Using plain language; and • Choosing sans-serif fonts and fonts that are easily readable. 03 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. 03.01 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. 03.02 The City will not Advertise in Advertising Mediums that publishes op-eds, opinion pieces, or third-party content that: Policy Title: Advertising Standards Policy Page 3 of 3 Policy Number: ADM 280 • 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; • 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. 04 Additional Requirements 04.01 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. 04.02 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.