Taxpayers on the hook when politicians praise themselves

Hey there, time traveller!
This article was published 07/07/2025 (325 days ago), so information in it may no longer be current.

It’s a narrative as old as party politics.

The government of the day spends wads of taxpayers’ money on gratuitous, politically motivated advertisements to promote something it just did; the opposition howls in protest at the waste of precious public dollars. The government shrugs.

It doesn’t matter which party is in power or which occupies the opposition benches. Spend taxpayer dollars on politically motivated billboards, radio spots and online ads? Why wouldn’t we?

The latest example of this lamentable trend — highlighted in a Free Press story Monday — is the NDP government’s decision to spend $94,000 to promote its school nutrition programs. At first blush, spending less than $100,000 to promote a worthy $30-million program seems reasonable. A deeper look reveals it to be a rather shabby piece of political theatre.

First, let’s agree school nutrition programs are a valid government expense.

Such programs in Manitoba have been supported by both the former Progressive Conservative government and the current NDP administration. It’s for good reason; providing free food to students is a proven method to improve educational outcomes. Not every student needs access to free food, but far too many do.

In 2023, programs established by the Tories that were significantly expanded by the NDP allowed three-quarters of the province’s public schools to feed more than 61,000 students via free breakfasts, lunches, snacks and a stand-alone milk program.

Increases in funding, from both Manitoba and the federal government, have built expectations that at least some students in every school division will have had a free nutritional program in 2024, and beyond.

The issue is, attempts by the government of the day to use nutrition programs for political benefit.

Education Minister Tracy Schmidt described the advertising program as a legitimate tool of public awareness. In a prepared statement, Schmidt said “Manitobans deserve to know about one of the most important changes to our education system in a generation.”

Schmidt is right about the importance of the program, but the way she’s going about it is wrong.

Schmidt seems to be unaware her advertising campaign is, at its heart, misguided. The best way to advertise an important school nutrition program is through schools.

Every fall and throughout the year, families with school-age children are bombarded with information about all aspects of public education. A combination of handouts, emails and bulletins from parent advisory councils can reach the people you need to reach. Your target audience is, in this instance, also a captive audience.

Billboards and online ads are a clumsy and unfocused way to contact families of school-age children. In fact, once the government uses mass media, it’s only trying to give itself a political pat on the back.

It’s also incredibly hypocritical given that both parties have attacked each other for politically motivated government advertising.

While in opposition, Premier Wab Kinew and his NDP caucus regularly assailed the PC government for using taxpayers’ money to fund political ads.

In 2015, then-opposition leader Brian Pallister erupted over the news that NDP premier Greg Selinger, trailing badly to the Tories, had spent $1 million on a “Steady Growth” ad campaign to promote the provincial budget.

The NDP and Liberals freaked out in 2019 when Tory premier Brian Pallister spent $173,000 on an ad campaign to trumpet a reduction in the provincial sales tax from eight per cent to seven per cent. In opposition, the Tories had promised to end all “partisan government advertising;” after they returned to government in 2016, it suddenly seemed to be OK.

The NDP lashed out in 2020, when Pallister spent $250,000 on the infamous “#RESTARTMB” campaign, which declared the province free of COVID-19 restrictions. Carrying a provocative tag line — Ready. Safe. Grow. — the campaign was soundly criticized because it was way too early to declare any kind of victory over this killer virus.

This is hardly the only example of “do as I say and not as I do” politics. It’s pretty hilarious, for example, how the NDP and Tories take turns violating pre-election restrictions on government advertising and announcements. In opposition, it’s so wrong; but while in power, it seems so right.

Here’s an idea I suspect neither of the two parties that share power in Manitoba will embrace: set up a commission with a few qualified non-government voices, and develop a definition of legitimate government advertising. Maybe even set up a body to review applications from the government for ad campaigns.

There are times when it makes sense for the government to buy space on billboards. For example, telling citizens about a new tax credit. Government insiders will tell you that on a regular basis, people miss out on tax credits because they just didn’t know about them.

However, the big, splashy campaigns designed by governments have no legitimate purpose.

It may be a venerable tradition in party politics, but it’s time for one party or another to set the ground rules and stop this profound waste of taxpayer money.

Perhaps we can tempt one of the parties by promising to thank them on a billboard.

dan.lett@freepress.mb.ca