Caution must be taken when making environmental claims or complaining about possible false or misleading environmental claims. Recently, Greenpeace Canada (Greenpeace) announced that the Canadian Competition Bureau (Competition Bureau) has launched an inquiry into Greenpeace’s allegations that Pathways Alliance, made up of Canada’s six largest oil sand producers, made false or misleading environmental representations in its media campaign. Conversely, in France, a big oil company just launched a lawsuit against Greenpeace France on the basis that it published false and misleading information regarding the oil company’s environmental impacts. These developments offer cautionary tales for companies affecting the environment and for the environmental groups that act as their watchdogs.
Canadian oil producers under the microscope domestically
Created in 2021, Pathways Alliance is made up of the six largest Canadian oil sands producers. In their “Let’s clean the air” advertising campaign, these producers state that they are “making clear strides to net zero” and are “[h]elping Canada meet its climate goals.”
Greenpeace complained to the Bureau, alleging that Pathways Alliance’s statements are false and misleading because these producers:
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