EDMONTON — A standoff between the Alberta government and its 51,000 teachers is escalating into an advertising battle. The Finance Minister Nate Horner's office confirmed plans for an advertising campaign aimed at countering the ongoing campaign by the Alberta Teachers’ Association (ATA).

Horner stated, "The government must now correct the false narrative the ATA has created." His office is still finalizing details regarding the ad mediums, costs, and launch date, which will be announced soon.

Premier Danielle Smith acknowledged the teachers' union has been actively promoting its position through various channels, including movie theaters. She expressed hope that the government's perspective would resonate with teachers and parents, stating, "We want to be fair."

The province and the ATA have not met since last week to negotiate a collective agreement for educators in public, separate, and francophone schools. The teachers' association has set a strike deadline for October 6. If an agreement is not reached, teachers could strike, affecting over 700,000 students across 2,500 schools.

While formal negotiations are stalled, both sides are attempting to sway public opinion. The ATA has utilized billboards, radio and TV commercials, social media testimonials, and lawn signs to communicate its message, focusing on overcrowded classrooms and the need for provincial action.

Key issues in the negotiations include wages and classroom overcrowding. The United Conservative Party government has proposed hiring 3,000 teachers over three years, constructing new schools, and offering a 12 percent wage increase over four years. However, Smith noted that the province is facing a $6.5 billion deficit and cannot offer more.

ATA President Jason Schilling criticized the government's proposal, arguing it fails to adequately address overcrowding and does not compensate for years of stagnant wages amid rising inflation. He mentioned that the union has submitted a counter-offer.

Both parties are accusing each other of misrepresenting facts. The government claims the teachers are misleading the public about the bargaining process, while the teachers assert they were informed that non-wage issues were off the negotiation table. Horner announced that the union has been taken to the labor board over these claims. Schilling dismissed the complaint as frivolous, stating that the government has indicated it does not wish to negotiate further until the labor board matter is resolved.

Labor experts suggest that the impending government ad campaign indicates a significant divide between the two sides, potentially worsening already strained relations. Steven Tufts, a labor geographer, remarked, "Accusing the union of being dishonest... escalates the tone and I don’t think is making the bargaining process move forward."

Jason Foster, a labor relations professor, noted that the ad campaign reflects a shift in focus from negotiations to public relations. He expressed concern that this approach could lead to a strike.

Tufts added that it is common for public sector unions to engage in public campaigns to advocate for their causes. Foster cautioned that the government must ensure its communications are factually accurate and avoid direct negotiations with union members, as this could be deemed an unfair labor practice.