In a Bipartisan Vote, Connecticut Unanimously Passes Government Advertising Transparency Bill

Before the close of the 2026 legislative session on May 6, the Connecticut Legislature unanimously passed HB5343, requiring state agencies to report how they spend their advertising budgets each year. The bill now heads to the desk of Gov. Ned Lamont.

Modeled after Rebuild Local News’ government advertising transparency legislation, HB5343 reflects a broader movement among policymakers and media advocates across the U.S. to shine a light on where public ad dollars actually go.

Early data from Minnesota and Colorado show that much of that spending flows to Big Tech and out-of-state platforms rather than local news organizations.

If signed, HB5343 would take effect on Nov. 1, 2026, requiring state departments and higher education institutions to annually disclose:

• • Total discretionary advertising spend
  • Which media outlets and tech platforms received ads, and how much each received
  • A breakdown by media type, including local print, digital, and broadcast media; search and social media, national cable, and any other advertising channels
  • The general subject matter of the ads

HB5343 was introduced by Democrats Rep. Kate Farrar and co-sponsors Rep. Amy Morrin Bello and Rep. Kevin Brown. It passed with broad bipartisan support, including 11 Republican votes in the Senate and 48 Republican votes in the House.

“Connecticut currently ranks 37th out of 50 states in local news coverage. And this loss of local news continues to threaten the civic health of our communities,” said Rep. Farrar. “House Bill 5343 is one step forward to address this issue.”

Rep. Farrar, who has championed local news legislation for the past three years, also noted that HB5343 allows for the state’s Department of Administrative Services to accept volunteer assistance from neutral third parties, such as universities or nonprofits, to collect and report the data, alleviating cost concerns.

Assistant House Republican Leader Gale Mastrofranchesco voiced support for the bill before the April 30 House vote. “The more transparency we can provide in government, I certainly support. And I encourage my colleagues to support the bill, as well.”

Rebuild Local News Policy Manager Lori Henson said HB5343’s reporting requirements would give local news outlets a more level playing field to compete for advertising, especially against big tech companies. “With the data this transparency law would generate, local news outlets could identify where ad budgets are going and compete for dollars already on the table. State agencies, in turn, will be better positioned to reach local audiences through the trusted outlets that serve them,” Henson said.

HB5343 has garnered broad support from local publishers and advocacy organizations, including the League of Women Voters of Connecticut. Bruce Putterman, CEO of the Pulitzer Prize-winning Connecticut Mirror, and other local publishers championed the bill, in part, as a first step toward a state advertising set-aside for local news.

Putterman said local news outlets have long struggled to get specific data on where state agencies place their ads, putting them at a disadvantage when competing for advertising against big tech platforms and larger media outlets. “This bill is a twofer. It’s a first step in understanding whether there is meaningful opportunity in pursuing legislation that would direct some state government advertising spending to in-state news organizations. It also brings accountability to the very opaque process by which the state spends millions of dollars in advertising,” he said.

With better data, advocates can identify where state agencies could be spending public dollars more effectively with local news providers. That insight could also inform whether stronger policy interventions are needed, like Maryland’s bill to require at least 50% of state advertising to go to community media.

David Fortier, editor-in-chief of The Bristol Edition, testified that local news outlets offer communities value they do not get from other types of media. “Please do not conflate newspapers and journalism with social media. If we have learned anything from social media, rather than fostering civic engagement it undermines it.”

Alongside a coalition of local publishers and media advocates, Rebuild Local News will track the advertising data reported under the law to assess which media outlets are receiving state ad placements, and to build the case for a government advertising set-aside that reinvests public dollars into local news.