This Advisory was developed by Ad Standards to provide guidance to the advertising industry to help ensure that environmental or ‘green’ claims, whether expressly stated or implied, comply with the provisions of the Canadian Code of Advertising Standards (the “Code”).
Advertisers rightly want to highlight the environmental benefits of their products or services in their marketing messages. This messaging, where it is truthful and complete, can be consistent with the Code and provide useful information for consumers to make wise choices that can be better for the environment. However, where such messaging directly or indirectly exaggerates environmental benefits, minimizes negative environmental impact, or is not based on competent and reliable evidence – a practice commonly referred to as ‘greenwashing’ – it can become a source of misinformation to consumers and can ultimately become subject to consumer complaints or competitor disputes for violation of the Code.