Survey Reveals Misleading Job Grant Ads Were a Complete Waste

This article was last updated on April 16, 2022

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The office of Canada’s advertising watchdog has taken note of the government’s $1 million advertising campaign to promote the not-yet-existent Canada Job Grant. According to a public opinion survey conducted this summer, the agency revealed that eighty-five per cent of respondents did not see the advertisements that aired for seven weeks starting last May on television during the NHL playoffs and several popular internet sites including YouTube and MuchMusic.

Whereas, even among those respondents who viewed the ads, an utterly large proportion of 95 per cent claim that they weren’t moved to do anything after viewing them. Whereas, the report on the survey further revealed that the ad was “designed to drive adults between the ages of 18-50 to the ActionPlan.gc.ca/Skills website or call 1 800 O-Canada to get more information.” However, the report found that only five per cent of respondents who viewed the ad did actually recall visiting the website, while only two per cent called the 1-800 number.

Having said that, the ad campaign did not go completely unnoticed as it did earn some attention from Advertising Standards Canada. According to the watchdog organization, it received more than 20 consumer complaints about the ads which forced it to deduce in August that they were indeed “misleading” as they led viewers to believe the grant program was imminent. Whereas, actually the program is a joint partnership between the federal government, the provinces and employers, among which also tense negotiations are ongoing but not finalized.

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3 Comments

  1. And how much dcomment_ID these particular Ad scams for non-existing CONartist programs cost Canadian taxpayers and how is that worthy of only a slap on the wrist?

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