We previously posted about Canada’s anti-greenwashing law, which targets deceptive environmental claims attached to various products (or services). The law’s initial ambiguity caused concern across various business sectors; however, Canada’s Competition Bureau issued updated guidelines last year, and Ad Standards (the country’s advertising self-regulatory organization) has now released its Guidance on Environmental Claims in Advertising to help the industry avoid inaccurate, deceptive, or misleading claims.
Specific clarifications for advertisers include:
- How visual and sensory elements (images, colour, and sound) may contribute to a misleading ‘green’ impression,
- The need for reliable, valid, and up-to-date scientific evidence to support any green claims,
- The risks behind broad and absolute environmental claims, and
- That third-party certifications don’t automatically support those broad claims.
Companies and advertisers targeting the Canadian market should click the links above to review all guidance and ensure they comply with the country’s anti-greenwashing laws. And (as always), follow our blog for additional updates.
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