Becoming a Third-Party Advertisers

This page provides key information for individuals, organizations, and community groups who wish to participate in elections as third‑party advertisers. It outlines the requirements, responsibilities, and steps needed to register and advertise during an election period.

At a Glance

  • Third party advertising refers to paid advertising that supports, promotes, or opposes a candidate or a “yes/no” response to a ballot question.
  • Advertising must be undertaken independently from any candidate or campaign.
  • Eligible third party advertisers include: Ontario residents, corporations operating in Ontario, and trade unions with bargaining rights in Ontario.
  • Registration is required in each municipality where advertising will be conducted.
  • All advertisements must display mandatory identification information.

Third-Party Advertisers are required to book an appointment to review and submit their registration package.

An online booking link will be provided closer to the start of the registration period.

For any questions about the nomination appointment, please contact election@cambridge.ca

 

Date Details
May 1, 2026 Beginning of Third-Party Advertiser Registration Period.
September to October (TBD) Advanced Voting Period
October 23, 2026 Registration Deadline
October 26, 2026 Election Day
November 15, 2026 First Day of the new term of council
December 31, 2026 End of Advertising Period

Understanding Third Party Advertising

A third-party advertiser is an individual, corporation, or trade union that is not a candidate and chooses to participate in a municipal election by paying for advertisements that support, promote, or oppose:
  • a candidate, or
  • a "yes" or "no" position on a ballot question
Third party advertisers operate independently from all candidates and campaigns. They are not part of a candidate’s team, cannot co‑ordinate advertising with a candidate, and must comply with specific registration, financial, and reporting requirements under the Municipal Elections Act, 1996.
Examples of a Third Party Advertiser

A third-party advertiser could be:

  • A resident of Cambridge who purchases Facebook ads supporting a candidate for council.
  • A corporation placing newspaper ads opposing a “yes” vote on a ballot question.
  • A trade union printing and distributing brochures encouraging voters to support a school board trustee candidate.
Why Registration Is Required

You must register as a third-party advertiser before paying for any advertisements so voters can see:

  • who is speaking, and
  • who is funding the message.

Registration ensures transparency and fairness during elections by requiring advertisers to follow spending limits, maintain a campaign bank account, and file financial statements.

Step-by-Step Guide for Third Party Advertisers

1. Assess Whether Your Advertising Activity Qualifies

Once you understand what qualifies as third party advertising, your next step is determining whether your specific plans require registration.

You plan to:

  • Purchase or sponsor any paid advertising that references a candidate or ballot question
  • Raise or accept money for advertising purposes
  • Distribute materials that cost money to produce or place (e.g., signs, brochures, promoted posts)
  • Pay a company or individual to design, print, mail, distribute, or boost content that promotes/ opposes a candidate or ballot question

Simply, if you are spending or fundraising money AND your message mentions a candidate or ballot position, you must register.

You are: 

  • expressing personal opinions without spending money
  • discussing issues that do not reference candidates or ballot questions
  • sharing comments on social media without paying to boost them
  • communicating internally within a business, corporation, or trade union
  • engaging in issue-based messaging only

Simply, if you’re not spending or fundraising money, or your message does not reference a candidate or ballot question, you do not need to register.

2. Determine Eligibility

Before registering, ensure you are permitted to act as a third-party advertiser.

You are eligible to become a third-party advertiser if you are:

  • An Ontario resident
    Example: A resident of Cambridge who wants to place paid ads supporting or opposing a candidate.
  • A Corporations doing business in Ontario
    Example: A local small business owner whose corporation is registered and active in Ontario.
  • A Trade union with bargaining rights in Ontario
    Example: A trade union representing employees that wishes to comment on school board trustee elections.

The following are not eligible to become third-party advertisers:

  • Candidates for municipal office
    Example: A resident running for councillor cannot also register as a third party advertiser.
  • Unincorporated groups or associations
    Example: A neighbourhood association cannot register; however, individual members may register on their own.
  • Provincial candidates during a provincial election period
  • Political parties (federal or provincial)
    Example: A federal political party cannot purchase signs supporting or opposing municipal candidates.

Individuals from ineligible groups may register as an individual, but the group itself cannot register.

3. Register as a Third-Party Advertiser

If you determine that your activities qualify, you must register with the municipal clerk before advertising begins.

Third party advertisers must pick up a Registration Package at Cambridge City Hall (50 Dickson Street).

The package will include:

  • Form 7 – Notice of Registration
  • Any prescribed forms required by the Clerk
  • Information sheets and guides outlining responsibilities and timelines

Registration packages will be available closer to the opening of the registration period.

An individual, corporation or trade union can register to be a third party advertiser beginning on May 1, 2026, and can file a registration until the close of normal business hours (4:30 PM) on October 23, 2026.
Registration must be completed by appointment only.

An online appointment‑booking system will be available closer to May.

Third party advertisers must complete:

  • Form 7 – Notice of Registration (with original signature)
  • All other required forms contained in the registration package as prescribed by the City Clerk

If the registration is being submitted on behalf of a corporation or trade union, the individual filing must bring documentation confirming they are authorized to act on behalf of that organization.

At your appointment, you will:

  • Submit all required completed forms
  • Present required identification or authorization documents
  • Provide any clarifications needed by the Clerk
All required forms must contain an original signature completed in front of the Clerk or their designate. Forms may not be a copy or scanned and submitted electronically.

Your registration is not active until the Clerk reviews and certifies it. Only after certification may you begin your advertising campaign.

If a third-party advertiser wishes to advertise in more than one municipality, they must register separately in each municipality. Under the Municipal Elections Act, 1996, each registration is treated as its own advertising campaign, and the advertiser must keep every campaign fully separate and in compliance with the rules of each municipality.

What You Must Do if You Register in More Than One Municipality

To comply with provincial legislation and City of Cambridge requirements, third party advertisers must:

  • Keep campaigns separate.
    Each municipal registration is a distinct advertising campaign, and all financial and administrative activities must be managed independently.

  • Ensure the correct municipality appears on all advertisements.
    Any signs, printed materials, or digital advertisements must clearly identify the municipality where the advertiser is registered.
    Example: Materials used in Cambridge must identify that the advertiser is registered in the City of Cambridge.

  • Maintain a separate bank account for each municipality.
    Contribution deposits and campaign expenses for Cambridge must be kept in their own Cambridge-specific account.
    You may not combine or pool funds from multiple municipalities.

  • Keep contributions separate.
    Contributions received for one municipality cannot be used in another.
    For example: A contribution given to support a Cambridge campaign cannot be used to pay for advertising in Kitchener.

  • Use joint advertisements correctly (if applicable).
    If the same sign or advertisement will be used in more than one municipality, each local campaign may jointly produce the advertisement.
    The advertisement must:

    • list each municipality in which the advertiser is registered
    • be paid for proportionally by each campaign (not from a single municipal account)

  • File separate financial statements.
    A separate financial statement must be filed in every municipality where the third-party advertiser was registered.
    Each statement must reflect only the contributions, expenses, and activities for that specific municipality’s campaign.

4. Advertising: Restricted Period

The Municipal Elections Act, 1996 sets a mandatory restricted advertising period for third party advertisers. In every municipal election year, third party advertising is only permitted from May 1 to the close of voting on Voting Day. Advertising that supports or opposes a candidate or a ballot question can only occur during this period, and only after the advertiser has been formally registered and certified by the City of Cambridge Clerk.

Once the restricted period begins on May 1, any advertising that refers to a candidate or a ballot question may proceed only if the advertiser is registered. This requirement ensures transparency, fairness, and accountability for all election‑related advertising seen by Cambridge voters. It also helps ensure that spending and contributions are properly tracked and reported under provincial legislation.

All third party advertisements must include:

  • the legal name of the registered third party advertiser
  • the municipality where they are registered (e.g., “Registered Third Party Advertiser – City of Cambridge”)
  • a telephone number, mailing address, or email address

For ads in newspapers, radio, or other media, you must also provide the publisher or broadcaster with the required contact information and the municipality where you are registered.

Election Sign By-law

The City of Cambridge regulates when and where election-related signs may be installed within the municipality. All third party advertisers are responsible for ensuring that their signs comply with the City of Cambridge Election Sign By-law, including rules related to:

  • placement on public and private property
  • permitted sizes and setbacks
  • installation timelines
  • prohibitions near voting locations
  • required removal deadlines

Failure to follow sign requirements may result in sign removal by the City and applicable fees or penalties.

Advertisers should review the by-law in full before producing or installing any election-related signage.

For additional details, please refer to the Election Sign By-law Information page  
Use of Corporate Resources

The City of Cambridge Use of Corporate Resources for Election Purposes Policy outlines how municipal facilities, property, technology, staff time, and communication channels may, and may not, be used during an election period.

Third party advertisers must ensure that:

  • City facilities, vehicles, equipment, and materials are not used to support or oppose any candidate or election-related position
  • City email accounts, staff, or communication systems are not used for third party advertising activities
  • City property is not used to display campaign materials, except where explicitly permitted under the Election Sign By-law
  • No City logos, branding, photographs, or intellectual property appear in campaign or advertising materials

These rules apply to all registered third-party advertisers to ensure fairness and neutrality during the election period.

For additional details, please refer to the Use of Corporate Resources During an Election Policy

Third party advertiser can continue their campaigns on voting day, October 26, 2026. 

However, campaign materials are prohibited inside or on the property of any voting place, including parking lots and boulevards. 

Review the Use of Corporate Resources During an Election Policy for more information.

5. Ending Your Campaign

After voting day in Cambridge:

  • all advertisements, including online ads, must be removed
  • all campaign signs must be taken down
  • campaign bank accounts must remain open until all financial activity has ended

Campaigns typically end on December 31 of the election year.

If the campaign has a deficit, you may extend it by notifying the Clerk in writing.

All registered third-party advertisers must file a financial statement with the City Clerk by the legislated deadline.
For more information on Financials visit the Campaign and Advertising Financial Guidelines page

6. Withdrawing Your Registration or Becoming a Candidate

A registered third party advertiser may end their advertising campaign at any point before voting day by formally withdrawing or may choose to become a candidate instead. Both actions require specific steps and have legal obligations under the Municipal Elections Act, 1996.

A third party advertiser may withdraw their registration if they no longer wish to conduct advertising during the election period.

How to Withdraw

To withdraw, you must provide written notice to the City Clerk stating your intention to withdraw. A withdrawal form is included in the registration package. If you require an additional copy, please contact us at election@cambridge.ca. 
Deadline to Withdraw
  • Regular municipal election: The Friday before voting day.
  • By-election: The last business day before voting day.

Your withdrawal takes effect only once it has been received and confirmed by the Clerk.

Obligations After Withdrawal

Even after withdrawing, you must:

  • Cease all advertising immediately.
  • Close the campaign bank account once all financial activity has been completed.
  • File a financial statement covering all contributions and expenses up to the date of withdrawal.

Failure to file the financial statement by the legislated deadline may result in penalties under the Municipal Elections Act, 1996.

If a registered third-party advertiser decides to run for office, their third-party advertising campaign automatically ends when the Clerk receives their nomination to become a candidate.

What Happens When You Become a Candidate

Once your nomination is filed:

  • Your third-party advertising campaign immediately closes.
  • You may not transfer any contributions, inventory, or expenses from your third-party advertising campaign to your candidate campaign.
  • You must file:
    • A financial statement for your third party advertising campaign, and
    • A separate financial statement for your candidate campaign.
Example

If you registered as a third-party advertiser in June, placed ads in July, and decided in August to run for council:

  • Your third-party advertising campaign ends the moment the Clerk accepts your nomination.
  • You must file one financial statement for your third-party activities (June–August), and a separate statement for your candidate campaign (August–December).

More Information

For more information regarding Elections, contact the City of Cambridge's Clerks' Office

Clerks' Office
50 Dickson Street
PO Box 669 
Cambridge, ON N1R 5W8
Telephone: (519) 513-6415