MONTREAL — Advertising executive Paul Coffin has begun serving his jail sentence for fraud related to the sponsorship program, according to two all-news TV channels.

Coffin reported to officials at Bordeaux jail today, becoming the first player in the federal sponsorship scandal to be incarcerated.

The Quebec Court of Appeal sentenced Coffin to 18 months in jail late last week and gave him 72 hours to report to authorities.

Coffin could be paroled relatively early into the sentence.

A lower-court judge had previously ordered Coffin to perform community service after he pleaded guilty to defrauding Ottawa of $1.5 million.

Crown prosecutors, who wanted a 34-month prison sentence, pointed out that Coffin prepared 373 fraudulent invoices over more than five years.