Buying advertising that does not exceed $40,000

As outlined in the Directive on the Management of Communications and Federal Identity, heads of communications can decide to purchase media space directly from media outlets for campaigns that have a total media buy of $40,000 or less. The $40,000 threshold aligns with the sole source limit listed in Section 6 of the Government Contracts Regulations, and is exclusively for the purchase of advertising space or time for a campaign (inclusive of taxes and fees). It does not apply to individual media placements as part of a campaign.

Buying advertising directly from media outlets should not include contracted services such as strategic advice, media planning, ad hosting or creative development. Public Services and Procurement Canada (PSPC) is the sole contracting authority for such services.

It is important to note that departments are still required to:

• coordinate all advertising activities with the Privy Council Office and the Advertising Services Directorate of PSPC
• report all advertising in the department’s annual advertising plans
• record advertising campaign information in the Advertising Management Information System (AdMIS).

Advertising requirements are outlined in the Mandatory Procedures for Advertising.