A couple months ago, the Ontario government made a groundbreaking move that could reshape the advertising landscape in Canada. The province mandated that the Liquor Control Board of Ontario (LCBO), Ontario Lottery and Gaming (OLG), Ontario Cannabis Stores (OCS), Metrolinx, and even the Cabinet Office allocate 25 per cent of its advertising budgets to Ontario-based news media. The deadline? Sept. 3.
And yes, it’s already happening.
Doug Ford and his government should be commended for recognizing the critical role local news plays in our communities. This announcement isn’t just a political win, but a win for every Ontarian who values credible, accurate journalism — and a win for every brand that benefits from our trusted news environments.
In only a matter of weeks, the impact of this directive has been nothing short of extraordinary. Advertising Agencies and the Cabinet Office are already booking campaigns that would have otherwise gone to easier, but not necessarily better, channels — platforms like Facebook and Instagram, which have taken the disastrous step of blocking any trace of Canadian journalism from your social media feeds.
But here’s the biggest reason why the province is wise to shift more of its advertising budget to us: a recent study by Dentsu and The Trade Desk found that digital ads on local news platforms actually outperform other media by a significant margin. Yes, you read that right: local news delivers better results to advertisers. And in this case, that also means a better use of your tax dollars.
At Village Media — which operates the community news site you’re reading right now — we are confident that the campaigns we deliver will be high-quality, attention-grabbing, and will reach the right audiences across Ontario. And this is just the beginning.
With this sudden momentum, we’re not just riding the wave — we’re leading the charge. We’re accelerating new community launches, hiring more journalists and refining our ad technology to be more efficient and effective. Imagine a streamlined, clean path to buyers that minimizes middlemen, ensuring faster, more viewable and higher-performing ads.
This is the future of advertising: fewer third-party intermediaries, more direct connections between advertisers and publishers, and better methods of measuring genuine, impactful results. This is real accountability, real relationships, and real connectivity to the community.
Imagine if the federal government and larger corporations followed Ontario’s lead. What if banks, auto companies, insurance giants and large retailers redirected just a fraction of their digital ad spend to local news? What if they realized that much of their current digital advertising budget is being wasted on MFA (made-for-advertising) sites, clickbait and sites operated by bad actors?
What if they took a moment to read the studies that show advertising alongside credible news isn’t just safe — it’s smart. It’s actually incredibly beneficial for their brands.
Ontario has a unique opportunity to lead the world in creating a sustainable, robust news ecosystem. Don’t miss out on being part of this transformative movement.
Thank you, Ontario, for setting the standard. Now it’s time for others to step up.
Jeff Elgie is CEO of Village Media, the local news company that operates this community website.
