Advertising Policy

Effective Date: February 28, 2012

Revised: December 17, 2012

Policy Objective

The objective of this policy is to provide a framework and guidelines regarding advertising on Toronto Public Library (the "Library") property (e.g. publications,
websites, video screens, trucks and other spaces identified by the Library), and the processes by which advertising is managed, approved and/or appealed.

Underlying Principles

  1. The Library's advertising program supports and facilitates the development of
    mutually beneficial advertising relationships between the Library, the business
    community and other organizations.
  2. Financial benefits that are generated by the advertising program are to assist in
    the delivery of library service to the public.
  3. The Library's advertising policy will:
    • comply with the mandate, mission and values of the Library;
    • protect the Library's principles of intellectual freedom and equity of access
      to information, programs, services and collections;
    • protect the confidentiality of customer records as governed by the
      Municipal Freedom of Information and Protection of Privacy Act and the
      Library's Access to Information and Protection of Privacy Policy;
    • be consistent with, and complementary to, other related Library policies
      and programs (e.g. Sponsorship, Naming, Displaying and Distributing for
      Public Information, Room Bookings, Procurement Processes); and
  4. Library services are highly valued and used by residents of Toronto. The Library
    has a national and international reputation for excellence in service delivery and
    has a leadership role in the library community. The Library reserves the right to
    reject advertising that, in the Library's sole opinion, may adversely affect public
    confidence in the Library or the value of the Library brand. This includes advertising
    that could be construed as being targeted to children by its manner, the space that it
    occupies, and the intent of the advertised product or service.

Policy Statement

The Library recognizes that the sale of commercial advertising is a source of revenue
for the Library. However, the Library's primary mission is to provide high quality library
service to Toronto's diverse residents in a welcoming and supportive environment. The
Library provides neutral public spaces and universal access to information, knowledge,
resources, collections, services and programs that help to enrich lives, facilitate social
engagement, and enhance opportunities for success for Toronto's diverse population.

The Library will accept paid advertising that meets the policy, principles and specific
directives outlined in the Policy and that fulfills the Library's revenue objectives. The
Library will not accept advertising that is contrary to its service role or that the Library, in
its sole discretion determines is not in the best interests of the Library. The sale of
advertising by the Library will not influence the acquisition of Library collections or
Library services.

All commercial messages carried by the Library must be approved by Library staff prior
to placement in or on Library advertising vehicles.

The Library reserves the right to accept or refuse any commercial message, to limit the
period for which a commercial message is approved and to withdraw approval.

The acceptance of advertising by the Library is not an endorsement of a product or
service.

It is the responsibility of advertisers to ensure that proposed advertising does not
contravene any applicable legislation prior to submission to the Library for
consideration. The Library assumes no liability for advertisements that contravene
legislation and all advertisers will be required to indemnify the Library for any costs or
damages the Library may incur as a result of their advertising.

This policy also includes directives to ensure that advertising does not negatively affect
other sources of sponsorship and fundraising revenue secured by the Library or the
Toronto Public Library Foundation (the "Foundation").

Scope

The following policy applies to all arrangements whereby persons other than the Library
or the Foundation or a person approved under another Library policy pays for
advertising on approved Library advertising property including, but not limited to,
publications, websites, video screens, trucks and other spaces identified by the Library.

This policy does not apply to:

  • Sponsorship (see Sponsorship Policy);
  • Naming (see Naming Policy);
  • In-branch distribution of non-commercial materials (see Displaying and Distributing
    Information for the Public Policy);
  • Affiliate programs;
  • Philanthropic gifts, donations or grants;
  • Government grants or funds;
  • External program or project partnerships, where the Library sponsors, partners with,
    or contributes to programs or projects of other organizations.
  • Advertising targeted to children in the following categories: books or other material in the Library's collections, government advertisements, and public service announcements.

Specific Directives

The Library considers advertising proposals from persons other than the Library or the
Foundation or a person approved under another Library policy based on the guidelines
contained in this policy. The Library does not have an obligation to accept any
advertising proposal. The Library, at its sole discretion, may remove advertising that
contravenes this policy from its property, at no cost to the Library and all advertisers will
be required to indemnify the Library for any costs or damages the Library may incur as
a result of their advertising.

The Library will consider advertisements based on the following guidelines:

  1. The Library will implement the Advertising Program in a transparent and
    accountable manner in compliance with the Library's policies and procedures.
  2. Advertisements must be in compliance with City of Toronto by-laws; applicable
    provincial and federal laws and regulations, including the Ontario Human Rights
    Code; and the Canadian Code of Advertising Standards (see Appendix 1).
  3. The Library does not accept advertising material promoting discrimination,
    stereotypes, socially unacceptable behavior, gratuitous violence, obscene or
    profane language or unfair representation. Without limiting the generality of the
    foregoing points, advertisements shall not: 
    1. condone any form of personal discrimination, including that based upon
      race, national origin, ethnic origin, religion, age, ancestry, colour,
      citizenship, creed (religion), sex, sexual orientation, gender identity, record
      of offence, marital/family status, same sex partnership status, or disability;
    2. appear to exploit, condone, or incite violence; or directly encourage or
      exhibit obvious indifference to, unlawful or reprehensive behavior;
    3. demean, denigrate, or disparage any identifiable person, group of
      persons, firm, organization, industrial or commercial activity, profession,
      product or service, or attempt to bring it or them into public contempt or
      ridicule;
    4. undermine human dignity; or display obvious indifference to, or
      encourage, gratuitously and without merit, conduct or attitudes that offend
      the standards of public decency prevailing among a significant segment of
      the population;
    5. promote views and ideas that are likely to promote discrimination and
      hatred;
    6. cause or invite hostility or division between people of different racial or
      national groups, or might reasonably give rise to hostility or division.
  4. Advertising must be appropriate for all ages, in keeping with the Library's goal of
    creating a welcoming and supportive environment for everyone.
  5. Library audiences must know on whose behalf an advertising message is being
    presented by use of a brand name, logo, or other forms of identification.
  6. Advertising on Library properties does not provide, nor imply, Library
    endorsement of advertisers, their messaging or their points of view. The Library
    reserves the right to explicitly disclaim endorsement of advertisers or advertising
    in any ad space.
  7. Advertisers and advertising will not influence the selection and provision of library
    materials, programs, services or content. It must always be clear to audiences
    when external products, services or points of view are being advertised.
  8. Delivery of Library branding, content, communications, services, programs or
    collections, as well as the Foundation's branding and communications, must not
    be impeded by the location, prominence, or messaging of paid advertising or
    advertisers.
  9. Advertising promoting contests and lotteries must comply with the applicable
    provisions of the Criminal Code, the Competition Act, and any other applicable
    legislation.
  10. The Library will NOT accept the following types of advertising content:
    1. advertising that detracts from the Library's public image or could place the
      Library at the centre of a controversy or sensitive issue;
    2. advertising that is considered of questionable taste, or which in the
      Library's discretion is considered irritating in its style, content, or method
      of presentation.
    3. advertising that is partisan or political in nature;
    4. the promotion of religious beliefs or convictions;
    5. personal ads and notices, and notices of items for sale or rent;
    6. the promotion of tobacco and alcohol companies and products.
    7. the promotion of surveys, pledges, forms or petitions;
    8. fundraising, unless otherwise agreed upon through mutual consultation
      between the Library and the Foundation;
    9. Commercial advertising primarily targeted to children, including but
      not limited to the commercial advertising of food and beverages directed
      to children.
  11. Consistent with the Municipal Freedom of Information and Protection of Privacy
    Act and the Library's Access to Information and Protection of Privacy Policy,
    advertisers will not be given access to individual customer records and data.
    However, aggregated customer demographic information that is publicly reported
    by the Library may be used for advertising sales purposes.
  12. Specifications and guidelines for advertising locations, sizes, formats and rates
    are established and managed by the Library and must be adhered to by the
    advertiser.
  13. Should organizations with sponsorship, naming, affiliate program, donor, display
    and distribution agreements, or partnership agreements with the Library wish to
    advertise as part of the Library's advertising program, a separate advertising
    contract complying with this policy will be required.

Process for Advertising with the Library

  1. The Advertising Policy, as approved by the Board, governs all advertising
    opportunities on Library property. The policy and advertising program are
    managed by the Library.
  2. Library staff is authorized to establish or negotiate and charge fees for
    advertising or contract a third party company to do so.

    Third party companies may be contracted through the Library's procurement
    policy and procedures to implement some, or all, of the Library's advertising
    program components, and

    it is the responsibility of the company contracted to deliver the sale, posting and
    implementation of advertising within the agreed upon Library vehicle(s) in
    compliance with all terms and conditions of the advertising policy.

  3. The Library will establish an Advertising Review Working Group (ARWG)
    comprised of Library Board members to make determinations on
    whether advertising is consistent with this policy in the event that a) an advertiser
    disagrees with the decision of a third party company or Library staff on whether
    advertising is inconsistent with this policy, or b) if a member of the public files a
    complaint claiming that advertising accepted by the Library is not consistent with
    this policy. The ARWG will review advertising materials for acceptability and will
    make recommendations to the Library Board, as required. The Library reserves the right to
    remove any advertising, at no cost to the Library, even if it has been previously
    reviewed and approved.
  4. Any advertisement with reference to public libraries and/or the Library must be
    presented by the advertiser to the company and/or the Library for approval prior
    to the advertisement being produced. Library staff and/or ARWG will review and
    provide approval to post.
  5. In considering the approval and placement of commercial advertising, the Library
    will limit children's exposure to advertising by considering: 
    • the manner in which the advertisement or promotion is presented, not accepting
      commercial advertising which uses animation, cartoons, puppets and persons that
      are well known to children;
    • the time and place that the advertising is presented, such as in areas of
      libraries and the website primarily designated for children;
    • the nature and intended purpose of the product or service that is advertised,
      such as products and services where the primary users are children (e.g. sugary
      cereals).
  6. All advertisers should satisfy themselves that their proposed advertising does not
    contravene any applicable laws.
  7. In instances where members of the public wish to file complaints or inquiries
    about advertising displayed on Library property, they may use existing Library
    feedback procedures.

Definitions

Advertising is a business arrangement where an external organization purchases or
leases space, or time, on any form of Library property for the purpose of communicating
with the public with the intent to influence their choice, opinion or behavior. Unlike
'sponsorship' it involves the use of contracted public advertising in set locations, for a
set period of time. Advertising does not imply any reciprocal partnership arrangement
since the advertiser is not entitled to any additional benefits beyond access to the space
or time.

Advertising Review Working Group (ARWG) is a working group of the Board
whose role is to review advertising materials on an as required basis and make recommendations
to the Board on whether advertising is consistent with this policy in the event that there are disputes.

Advertising Standards Canada (ASC). The non-profit advertising body committed to
creating and maintaining community confidence in advertising. Its mission is to ensure
the integrity and viability of advertising through industry self-regulation.

Affiliate Program refers to a negotiated, mutually beneficial business arrangement
between the Library and an external organization whereby the Library receives a
referral fee or commission from sales when a customer clicks an affiliate link to get to
the organization's website. A policy or agreement outside of the advertising policy is
required.

Canadian Code of Advertising Standards. The advertising industry's principal
instrument of advertising self-regulation and is administered by ASC. The code sets the
criteria for acceptable advertising and forms the basis upon which advertising is
evaluated in response to consumer, trade or special interest group complaints.

Children's Advertising. Promotional messages that specifically target young
people by being broadcast, shown or displayed to an audience that is primarily children. For the
purpose of this policy, a child is anyone 12 years old or younger.

Advertising to children is determined by taking into consideration its context, including:

  1. the manner in which the advertising or promotion is presented, such as the use of
    animation, cartoons, puppets and persons that are well known to children;
  2. the time and place that it is presented, such as in the children's areas of the
    library, where children's programming takes place, or on the children's website; and
  3. the nature and intended purposes of the product or service that is advertised, such
    as products and services where the primary users are children, e.g. sugary cereals.

A philanthropic gift or donation is an arrangement where a donor contributes cash
and/or in-kind goods or services to the Library, or the Foundation, without expectation or
requirement of a reciprocal benefit. While most donors expect some form of recognition
as a result of their gift, the recognition is marginal in value relative to the value of the gift
as defined by the Canada Customs and Revenue Agency.

A sponsorship is a mutually beneficial business exchange between the Library and an
external organization whereby the sponsor contributes funds, products or in-kind
services to the Library, and/or to the Foundation, in return for recognition,
acknowledgement or other promotional considerations. Sponsorships involve an
association between the sponsor and the Library and/or the specific program, event,
service or activity being sponsored.

Toronto Public Library Foundation is an independent corporation with the mission to
provide essential resources for the enhancement of Toronto Public Library and to
allocate funds to priority needs not supported by municipal funding.

Accountability

The Director of Communications, Programming and Customer Engagement is
responsible for the implementation of this policy.

The Advertising Review Working Group (ARWG) is responsible for reviewing advertising
materials on an as required basis and for dispute resolution.

Related Policies

  • Displaying and Distributing Information for the Public
  • Sponsorship
  • Naming
  • Access to Information and Protection of Privacy
  • Procurement Processes

Appendices

Canadian Code of Advertising Standards

Questions About Advertising?

If you have a comment or concern about advertising that appears on library date due slips or in our What's On publication, please contact media@tpl.ca

Print this page