The federal government plans to step up its efforts to fight opposition to the Canadian seal hunt by countering the online campaigns created by anti-sealing groups.

The Department of Foreign Affairs has posted a request for proposals on the contract tendering site MERX.

The public tender listing describes the contract as "social media reputation and online issues management of the seal hunt."

It says anti-sealing groups are using digital communications and technologies to "great advantage," which the federal government wants to counter.

"Organized opposition to the seal hunt has been increasing internationally since the government of Canada announced a five-year management plan in 2006," the listing says.

"Tactics also include posting videos, images and other details … on platforms like YouTube and Flickr where sharing and viewership are maximized."

Foreign Affairs says the information is "frequently incorrect or disingenuous."

Simone MacAndrew, a spokeswoman for Foreign Affairs, said in an email to CBC News that "Canada goes to great lengths to ensure a humane, well-regulated and sustainable seal hunt."

MacAndrew said the contract would be a pilot project to help deliver that message and to counter the negative publicity surfacing on some online sites.

Some of objectives listed for the project include a plan to:

  • Monitor, measure and counter the inaccurate claims online of anti-sealing groups.
  • Provide balanced viewpoints and correct misinformation.
  • Establish foundations and recommendations for future programs and campaigns to identify, activate and engage a supportive community of digital influencers online through education and dialogue.
  • Complement government of Canada communications activities, domestically and internationally, online.

"The project goal is to allow the government to provide additional information, including correcting false information and dispelling myths about the Canadian seal hunt," MacAndrew said in her email.

The Department of Foreign Affairs estimates the value of the work is between $50,000 and $100,000.