The Shadowy World of Dark Money and Political Influence in Canada

In the quiet town of Thorold, Ontario, a battle is being waged—not just over the future of energy in Canada, but over the very integrity of our democratic process. What began as a series of suspicious Facebook ads promoting fossil fuel expansion has unraveled into a complex web of dark money, political influence, and covert strategies orchestrated by a PR firm with deep ties to the Conservative Party of Canada and the oil and gas industry.

The Ads That Raised Eyebrows

It all started when Mark Freeman, a local activist in Thorold, noticed a series of Facebook ads promoting fossil fuel expansion. The ads, posted by a page called Affordability Advocates, used cheerful cartoons and soothing guitar music to argue that government regulation was stifling investment in Canada’s oil and gas sector, leading to a weaker economy and higher costs of living. But something didn’t sit right with Freeman.

“If they are a legitimate organization, why don’t they have a website?” Freeman questioned. His instincts were correct. Affordability Advocates was not a grassroots organization but part of a hidden network of fossil fuel boosters with ties to the Conservative Party of Canada.

The PR Firm Behind the Curtain

Investigations by Canada’s National Observer revealed that the ads were managed by One Persuasion Inc., a PR firm with well-documented connections to the Conservative Party, Pierre Poilievre, and the fossil fuel industry. The firm’s partners include Hamish Marshall, who managed Andrew Scheer’s 2019 federal election campaign, and Travis Freeman, who has worked on digital campaigns for the Conservative Party. The firm’s vice president, David Murray, served as Pierre Poilievre’s Director of Policy until July 2024.

One Persuasion Inc. has a history of working for the oil and gas industry, including the now-defunct Canadian Energy Centre (Alberta’s “Energy War Room”) and the Canadian Association of Petroleum Producers (CAPP). The firm’s website boasts of its work with high-profile clients like Vancouver Mayor Ken Sim and Alberta Premier Danielle Smith, using grassroots-based tactics to build support for their policies.

The Dark Money Trail

The ads were part of a coordinated campaign that spent over $153,000 in just one month targeting Thorold and nearby St. Catharines—a staggering amount for a town of just 24,000 people. The campaign was funded by anonymous sources, with no transparency about who was behind the money. This lack of disclosure raises serious questions about the influence of dark money in Canadian politics.

Dr. Elizabeth Dubois, an Associate Professor at the University of Ottawa who studies political uses of digital media, explained that the firm’s clear historical ties to political parties suggest that there needs to be “attention paid to how the money is flowing; who has paid for these accounts.”

The Phone Calls That Spoke Volumes

Last night, I spoke with Hamish Marshall and Jeff Trinh, two key figures linked to One Persuasion Inc. and its sister company, Northern Narrative. The conversations were revealing, to say the least.

When asked about the dark money funding the ads, Marshall abruptly said, “Oh, they finally printed it!” and hung up. His discomfort was palpable, and his refusal to answer questions spoke volumes.

Jeff Trinh, on the other hand, seemed visibly shaken. He denied any involvement in the campaign but quickly gave up Marshall’s personal cell phone number when pressed. Trinh’s website, Northern Narrative, boasts of its expertise in “stakeholder relations” and “narrative development,” including building coalitions for effective advocacy and developing persuasive narratives for different audiences. Yet, when confronted with questions about the firm’s strategies and compliance with federal and provincial regulations, Trinh clammed up.

The Loophole in Meta’s Policies

The ads exploited a loophole in Meta’s advertising policies. In 2022, Meta changed its rules to allow small businesses without a dedicated website or institutional email to run issue ads. This policy created a loophole that has been exploited by campaigns to create pages that are essentially dead ends, making it difficult to trace the true funders behind the ads.

Dr. Shane Gunster, an Associate Professor at Simon Fraser University and an expert in environmental communication, believes that the campaign is an “experiment” testing out disposable “pop-up” pages. This tactic allows PR firms to launch campaigns, spend heavily, and then vanish without accountability.

The Implications for Democracy

The emergence of this anonymous campaign in Thorold may be a bellwether for the rest of Canada. With a federal election on the horizon and critical energy decisions looming, the tactics used by One Persuasion Inc. could become more widespread. Without proper moderation from platforms like Meta, these shadowy campaigns will continue to undermine the transparency and integrity of our democratic process.

As Gunster aptly put it, “In a democracy, social media users need to know where ideas are coming from and who is advocating for them.” The lack of transparency around these ads is not just a concern for Thorold—it’s a concern for all Canadians.

Conclusion

The strange phone calls with Hamish Marshall and Jeff Trinh, combined with the evidence of dark money funding and the exploitation of Meta’s policies, paint a troubling picture of how political influence is being wielded in Canada. The ads in Thorold are just the tip of the iceberg. As we approach the next federal election, it is crucial that we demand greater transparency and accountability from both our political leaders and the platforms that host these campaigns.

The battle for Thorold is not just about energy—it’s about the soul of our democracy. And if we don’t act now, the dark money will keep flowing, and the truth will remain hidden in the shadows.