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Social media promotions

Reference is made to the article ‘Thousands spent on Mizzi’s social media promotions’ (March 18).

The article is factually incorrect and misleading. The costs for promotions used for social media campaigns have only been used for government-related information.

The allegation that these costs also included a ‘Mizzi always told the truth campaign’ is a lie.

The ministry, as any other entity, chooses the most cost-effective marketing measures. For instance a simple one-page paid advert for one day on the Times of Malta costs around €1,230 and reaches only a very minor portion of the audience reached by social media. In the digital era, online and social media marketing is another important information medium.

Editor’s note: The article did not say that the ‘Mizzi always told the truth campaign’ was covered by the costs mentioned. In fact, as reported, this newspaper has filed a freedom of information request to find out how much this other campaign costs.

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