Canada’s Competition Bureau today released its final guidelines (PDF) on environmental claims (the Guidelines). The Guidelines follow new greenwashing provisions added to the Competition Act (the Act) through a series of Bill C-59 amendments that became law on June 20, 2024 and two rounds of public consultations conducted over the past year, which resulted in more than 400 submissions. The Competition Bureau also published a backgrounder on the Guidelines. The Guidelines provide a summary of the civil provisions of the Act that are relevant to environmental claims, including those provisions that deal with: False or misleading representations; Product performance claims; Claims about the environmental benefits of a product; and Claims about the environmental benefits of a business or business activity. The Guidelines then set out a series of six principles for compliance. The principles first appeared in Volume 7 of the Deceptive Marketing Practices Digest and are re-introduced with modifications to reflect the new provisions of the Act: Environmental claims should be truthful, and not false or misleading. Environmental benefits of a product and performance claims should be adequately and properly tested. Comparative environmental claims should be specific about what is being compared. Environmental claims should avoid exaggeration. Environmental claims should be clear and specific – not vague. Environmental claims about the future should be supported by substantiation and a clear plan. The Guidelines are expected to inform how the Competition Bureau exercises its enforcement discretion with respect to environmental claims. Private parties are also able to seek permission to file an application against businesses under the deceptive marketing practices provisions of the Act beginning on June 20, 2025. The Competition Bureau has indicated that it expects to publish updated general guidance with respect to private access to the Competition Tribunal. For further information or to discuss the contents of this bulletin, please contact Lisa…
