Alberta Launches $4M Ad Campaign Outlining Position on 10 Referendum Questions

The Alberta government has launched a $4 million advertising campaign outlining its positions on 10 questions in the Oct. 19 referendum.

The campaign will run on television, radio, social media, print media and billboards, as well as through a booklet mailed to every household in the province.

The provincial government is urging residents to vote “yes” on the first nine questions, which deal with immigration, eligibility for provincially funded programs and voting requirements, as well as proposed constitutional changes involving the judiciary, Senate, and provincial jurisdiction.

Public attention has focused on the last question, which gives voters a choice between keeping Alberta as a province of Canada or having the provincial government commence the legal process required under the Constitution to hold a binding referendum on separation. Question 10 is a choice between two options, rather than a yes-or-no question.

“As a government, it is important that we communicate with Albertans across various channels about the implications of the fall referendum questions and ensure people have a clear understanding of how their decisions on the ten questions will impact them,” Sam Blackett, director of media relations for the premier, said in an email.

The province previously launched the website AlbertaReferendum2026.ca, which contains background information on the immigration, constitutional and separation questions, and advocates for Alberta to stay in Canada.

“The Alberta government is advocating for Albertans to vote on October 19th to remain in Canada and focus our efforts on building a stronger and more sovereign Alberta within a united Canada,” the website says.

Premier Danielle Smith has repeatedly said she supports keeping Alberta in Canada, while her government would respect the outcome of the referendum questions and the direction voters provide through it.

During a recent episode of her weekly radio call-in show, “Your Province. Your Premier,” Smith defended the government’s decision to promote its positions on the referendum questions after critics, including the Opposition NDP, accused the government of failing to remain neutral.

Smith said the government has a responsibility to communicate with Albertans about the referendum and explain its perspective on the questions and their potential implications. The government has said its campaign is intended to ensure voters understand what is at stake and how their decisions could affect them.

Smith also reiterated that she intends to vote for Alberta to remain in Canada while continuing to seek greater provincial autonomy.

Smith also said the campaign will provide information about the consequences of voting either for or against separation. She argued that the advertising campaign could also help increase voter turnout by informing Albertans about the referendum and the ways they can participate.

Meanwhile, Opposition NDP Leader Naheed Nenshi said during a recent press conference that the government should not use public money to advocate particular referendum outcomes.

“It’s not information on how to vote. It’s not information that gives you both sides of the question,” he said. “Government has to be the fair arbiter of an election in a democracy. Government can’t take a side.”

On social media, Tanya Clemons, an organizer behind the independence campaign Let Alberta Decide, similarly argued that the government should provide neutral information and let Albertans decide for themselves.

“Give Albertans accurate information about both options, explain what each means and let the people speak,” Clemons wrote.

The Canadian Press contributed to this report.