Ontario Progressive Conservatives buy newspaper cover claiming a win in leaders’ debate

The Ontario Progressive Conservatives have taken a page from the Christy Clark Liberal playbook.

On Wednesday, the party paid for a cover-page advertorial in Toronto 24 Hours newspaper claiming that leader Tim Hudak won Tuesday evening's debate.

The ad — draped over the cover of the newspaper — looks like a regular front page. While there is a caption stating that it is an advertisement, if one looks quickly, one might think it's the actual cover.

NDP strategists had the same idea, trying to push the narrative that they're candidate came out on top. Here's the front page of Metro.

The B.C. Liberals did the same thing in 2013: Following their leaders' debate, they bought the cover of the 24 Hours newspaper calling Christy Clark the "Comeback Kid."

It might have helped buoy Clark's campaign. She ended up coming from behind and winning the election convincingly.

[ Related: Tim Hudak turns Ontario PC campaign around with strong debate performance ]

Regardless, B.C.-based pollster Mario Canseco is concerned about this new trend.

"Sadly, we are bound to see more and more of these advertorials during campaigns. Personally, as someone who works in both journalism and research, I would like to see a greater effort from the newspapers involved to label this content properly, instead of using tiny print to say 'Paid Advertising Feature', " Canseco, vice president of Insights West, told Yahoo Canada News.

"We have entered a stage in which a reader may only look at the headline and not follow through to see where the article came from, or how the content was put together. It may leave them with the impression that a journalist or an analyst was responsible for the headline, when it is, in fact, an ad."

Canseco also derides the fact that this type of thing only happens in politics.

"A fast food place would not be able to use the front cover of a newspaper to assert that French fries cure heart disease," he suggests.

"The newspaper would demand to see some evidence to the claim before granting the space. But in politics, they let it happen."

[ Related: Did you miss the debate? Here are all the key video highlights ]

For their part, the newspapers are selling ad space, earning revenues whatever way they can.

What do you think?

Is there anything wrong with these types of ads?

Let us know your thoughts in the comment section below.

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