A recent survey conducted by Ipsos has revealed troubling sentiments among Canadian voters regarding their access to information during the last federal election. Over half of the respondents, specifically 57%, expressed that they felt under-informed or lacking sufficient local news to make well-informed decisions about candidates. This perception emphasizes a critical issue within Canada’s media landscape, suggesting that citizens were relying increasingly on social media for political insights. Notably, 14% mentioned Facebook as a significant source of news despite its ban on news content in Canada, which was instituted following a governmental mandate requiring social media companies to compensate news outlets for utilizing their content.
The survey was part of a broader study carried out by the Public Policy Forum focused on the access to local news, highlighting an alarming decline in local media coverage. The report was authored by several notable figures in journalism, including former Toronto Star columnist Tim Harper and ex-Maclean’s editor Alison Uncles. They indicate that the lack of local journalism has left voters navigating a landscape dominated by social media, which can often present biased or misleading information. The study posits that due to insufficient local news reporting, the last federal election, held in 2025, might be one of the least effectively covered in contemporary Canadian history.
The ramifications of insufficient local coverage are profound, as local candidates increasingly turned to their personal social media platforms for disseminating information, thus circumventing traditional journalism. According to the report, this reliance on self-promotion via social media has hindered the democratic process, as voters struggled to receive objective, comprehensive assessments of candidates. Sara-Christine Gemson, an executive director at Public Policy Forum Academy, also co-authored the report and underscored the notion that information should filter through credible channels rather than being predominantly sourced from candidates’ unmediated platforms.
Additionally, the Ipsos poll indicates a strong appetite among voters for more comprehensive local news coverage. A significant 70% of respondents stated that enhanced local news availability would have better equipped them as informed voters. Respondents identified national media as their leading source of information, with 46% citing it as influential, followed by word-of-mouth at 35%. Although social media was specified by some, its overall impact remained less significant compared to traditional outlets and personal interactions.
Sean Simpson, the senior VP at Ipsos, elucidated that the influence of national issues significantly overshadowed local narratives during the election campaign. The political landscape was largely occupied with debates surrounding U.S. President Donald Trump’s economic policies, shifting attention away from local candidates and their platforms. Much of the focus, therefore, revolved around determining who would best address these national concerns rather than local issues that directly captivated voters.
The findings from this study are slated to be elaborated upon in an upcoming report titled “Uncovered: How to build back election coverage for a better democracy.” Produced in collaboration with the Rideau Hall Foundation and the Michener Awards Foundation, the report advocates for the establishment of a permanent non-partisan election fund aimed at supporting local media outlets in covering political races more effectively. The overarching goal is to mend the eroded landscape of local journalism, ensuring that Canadian voters have access to vital sources of information that can inform their electoral decisions moving forward.
