The City of Toronto may have been calling for one cent of the GST, but we may end up spending a pretty penny in penalties for the image used in that ad campaign.
The marketing campaign, which appeared on bumper stickers, buttons and in bus shelters, uses a coin photo sourced from the Royal Canadian Mint. The problem? Any image of Canadian currency is the intellectual property of the federally-run Mint, and the City didn’t bother asking for permission.
To use renderings of Canadian currency in advertising, applicants must pay a minimum $350 fee, plus a 1–2.5% royalty based on the value of the campaign. Regulations also state that the campaign must be “compatible with the public policy objectives of the federal Government,” and considering the reaction Miller’s demand received from the Feds, we presume it’s not.
According to the Globe And Mail, City Hall and the Mint are currently in negotiations over what will likely be a resolution amounting to a few thousand bucks.