In recent years, the City of El Cerrito has developed a reputation for confusing its residents with misleading initiatives, and the latest Measure G is no exception. The ballot language appears to indicate that the proposal is for a “1 cent” sales tax, but in reality, it represents a 1 percent sales tax. While the difference may seem subtle, the financial implications are significant.
A 1 cent tax is understood by most residents to be a fixed, nominal amount, while a 1 percent tax directly correlates to a percentage of every transaction. This deceptive wording creates the illusion that the financial burden would be minor when, in fact, it is far more substantial. If passed, Measure G would generate approximately $4 million annually for the city, as the flyer itself mentions.
This isn’t the first time El Cerrito has been accused of such tactics. The city has a history of providing unclear information on financial matters, making it difficult for residents to fully grasp the long-term impact of such measures. The language of Measure G is crafted to soften the blow of what is effectively a tax increase, despite the “no tax increase” messaging.
City leadership would like you to believe the tax isn’t a “forever “tax, but there’s no sunset. Effectively, it’s “forever” tax as it would take considerable time and financial resources to repeal the tax.
The citizens of El Cerrito deserve transparency, especially when it comes to initiatives that affect their wallets. Misleading language only erodes trust in local government, and Measure G, with its unclear terms, is another move in a series of actions that undermines that trust. If you’re voting, be sure to understand the true nature of the proposal before making your decision.
El Cerrito Committee for Responsible Government (ECCRG) 
I received in the mail a full color 8.5/11″ leaflet on glossy card stock paid for with my tax dollars from the City of El Cerrito in support of measure G (the 1 percent increase in sales tax) in the language and form threatening cuts to existing city services such as emergency response times, wildfire prevention, crime prevention, library hours, senior services, open space use, and general government usage etc. It was in the form of an ultimatum, i.e., if not the tax then the cuts.
Well, we all know that any financial cuts that will be needed are due to financial mismanagement by management, which has been going on for many years with the full support of the city council. Giving these mis-managers more money to mismanage is not the adult thing to do, IMO. One needs to own up to the waste.
The leaflet was an insult to the intelligence of El Cerrito voters, when it blatantly stated: “The City of El Cerrito does not advocate a yes or no vote on any candidate or measure”. But in truth, they did. Another reason for regime change in El Cerrito.
Thanks for your blog. It is a ray of reason and integrity in the fog of financial mismanagement and deception.
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Wait, is this correct? How is it not legally actionable to so egregiously misrepresent the content of the measure? That cent symbol has a clear and universally agreed-upon meaning that is quite distinct from the percent symbol (%).
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