Advertising campaign for Toronto mayoral candidate raises questions

Among the 102 candidates for mayor, it’s been impossible not to notice one name in particular outside of the frontrunners in the polls.

Gong Xiao Hua’s name and face have been plastered everywhere throughout the city, with promises that he’s “here to rescue Toronto.” There’s no escaping the signs lining major arteries and cluttering corners at intersections everywhere.

Digital billboards are in rotation at Yonge-Dundas Square, there are posters on the platforms as subway trains roll by and even paid advertising on television.

Gong has seen some success in various business ventures including manufacturing health supplements, creating media channels, commercial property and running beauty pageants. However, he’s has been mired in controversy in recent years.

He’s been accused of being involved in a pyramid scheme and while charges against him were ultimately dropped, his company was convicted and fined in Ontario. That led him to sue the Ontario Securities Commission for $7 million just a few months ago. That matter is now before the courts.

Gong has also forfeited more than $60 million to the New Zealand government after an investigation into his business dealings there.

Associate Professor for Politics and Public Administration at Toronto Metropolitan University, Michael McGregor, said his approach is not one he hasn’t seen before.

“If I’m not one of those major players, at this point I need to somehow convince people that I’m a major player and one way of doing that is to get my name out there,” said McGregor.

According to the city’s election rules – the limit for contributing to your own campaign for mayor is $25,000. The total spending limit for a campaign is $1.6 million.

And rules for campaign signage say they must be 1.5 metres from the curb if on public property and at least a metre from other signs.

Whether the mass amount of advertising will be effective, McGregor said likely no. “I think that we’re a little too far down the campaign for this to matter.”

The fine for not properly posting a sign during the campaign is $200 for each offence.

A representative from Gong’s campaign denied a request for an interview based on what they say is “the amount of work at hand so close to the finishing line.”