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Scottish Government agencies blurring the lines over advertising campaign that featured key SNP policies

VisitScotland and Scottish Development International spent almost £500,000 to advertise Scotland Is Now on YouTube. The £6 million campaign , which features big-hitting SNP milestones such as the opening of the Queensferry Crossing and Baby Box initiative, was described by bosses as “a new world of destination marketing”. However, eyebrows were raised after voters north of the Border started seeing the adverts promoted on social media. Official materials that officials say are designed to entice visitors and investment include details of Scottish Government pledges on refugees, SNP-backed Holyrood consultations on LGBT issues, and promises to increase free childcare for Scots. One section of the campaign’s website reads: “Sir Walter Scott’s romantic histories of Scotland in poetry and prose are credited with creating the Scottish tourist industry, and reinvigorating Scottish nationalism and interest in Scottish history. “It’s possible to argue that he paved the way for the rise of the SNP and the 2014 Referendum.” The two agencies paid out nearly £150,000 for a “takeover” of the UK YouTube homepage in April. Along with a masthead banner, the campaign also appears to have been promoted in Scotland using “in-stream” adverts, short clips which appear at the start, middle or end of regular videos. Officials rejected that the campaign had been targeted at Scottish voters specifically, claiming it was not possible to promote some elements solely to people living in the south of England, which they described as the “target market” in the UK. However, YouTube’s target audience settings allow for firms to “target people by their location” and to “specify countries, regions and cities”.

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