Pierre Poilievre’s Conservative party and a conservative-linked pressure group have significantly ramped up digital advertising targeting Mark Carney in response to a surge in Liberal popularity in national polls. The latest English-language ad from the Conservatives criticized Carney as “sneaky,” and other ads have labeled him as “Carbon Tax Carney” and suggested that U.S. President Donald Trump would exploit Carney’s perceived weakness. These ads have been specifically targeted at voters in Ontario and British Columbia, key provinces for any party seeking to win a majority government in the upcoming election.
Despite a recent tightening in national polling, the Conservatives have maintained advantages in terms of time and money for digital advertising. Pierre Poilievre’s team has spent two years building their digital outreach machine and has received record-setting donations. In contrast, Mark Carney, who is expected to become prime minister on Friday, will have only around two weeks to prepare the Liberal campaign machine for the upcoming election. The race is on to define Carney’s image, with Conservatives trying to shape public perception before he has a chance to present himself to voters.
While some believe that negative advertising can be damaging in the long run, the attacks against Carney have not yet had a noticeable impact on the polls. A recent Léger poll showed the Conservatives and Liberals tied at 37% in popular support, with similar numbers in Ontario. Despite the diminishing lead in polls, Conservative MPs remain confident in their messaging and do not see a need to change tactics. The party is focused on addressing issues such as affordability and economic uncertainty, which they believe resonate with voters.
In addition to the Conservative party, Canada Proud, a right-wing pressure group, has also launched a series of negative ads targeting Carney on social media. The group has run at least 29 ads since late February, aiming to educate Canadians about Carney’s record and agenda for the country. Changes to Facebook and Instagram’s algorithms have provided a significant boost to the campaign, which is funded by donors to the cause. Canada Proud plans to stop advertising once the election is called and stricter rules around third-party advertising come into effect.
Overall, the political landscape is evolving rapidly as both the Conservatives and their supporters aim to define Mark Carney before he has a chance to establish his own narrative. The race between shaping public opinion and presenting a new political leader to the public is intensifying as the election approaches. While negative advertising is being used extensively, its impact remains to be seen as polls show a tight race between the Conservatives and Liberals. The coming weeks will be crucial as the parties jockey for position in the lead-up to the election.
