Regulatory Compliance in Opinion Poll Reporting During the 2004 Canadian Election

Peter A. Ferguson and Christine De Clercy

Canadian Public Policy, 2005, vol. 31, issue 3, 243-258

Abstract: In May 2000, new regulations governing the dissemination of methodological information about opinion polls took effect. Section 326 of Canada's Elections Act aims to ensure that citizens receive certain sorts of basic information about the conduct of opinion polls reported by the media during election campaigns. Also, a new mechanism for enforcement, known as compliance agreements, was introduced. Proponents of such laws argue that they improve the quality of information disseminated by polling firms and the media. We test the efficacy of the new regulations through examining opinion poll reporting in 18 Canadian newspapers during the 2004 election. In the case of this election, we conclude there is low compliance in the print media; however, this does not justify abandoning the new regulations. Higher compliance levels may be secured through enforcing the act and through employing additional policy instruments to shape behaviour.

Date: 2005
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