The Pathways Alliance, a coalition comprising Canada’s largest oil sands producers, has taken down all content related to environmental goals from its website and social media channels. This drastic move is attributed to “significant uncertainty” caused by the federal government’s new anti-greenwashing legislation.
The Alliance issued a statement explaining its decision: “As part of late changes to the omnibus Bill C-59, imminent amendments to the Competition Act will create significant uncertainty for Canadian companies that want to communicate publicly about the work they are doing to improve their environmental performance, including to address climate change. With uncertainty on how the new law will be interpreted and applied, any clarity the Competition Bureau can provide through specific guidance may help direct our communications approach in the future. For now, we have removed content from our website, social media, and other public communications. This is a direct consequence of the new legislation and is not related to our belief in the truth and accuracy of our environmental communications.”
Rich Kruger, CEO of Suncor, recently emphasized that his company, along with other Pathways Alliance members, continues to invest heavily in environmental projects. These initiatives include transitioning to alternative fuels, generating low-carbon power, improving energy efficiency, constructing renewable fuel facilities, testing emission-reducing technologies for in situ extraction, and collaborating on a significant carbon capture and sequestration project.
Canada, recognized as the fourth-largest oil producer globally, predominantly sources its five million barrels per day from the oil sands in northern Alberta. Members of the Pathways Alliance, including Suncor, Imperial, and Cenovus, have committed $16.5 billion to a carbon capture and storage project aimed at reducing greenhouse gas emissions.
The Pathways Alliance reiterated its commitment on its website: “To be clear, Pathways Alliance remains committed to the work we are doing. We believe our industry has a key role to play in reducing environmental impacts of oil sands production, including helping Canada reduce its greenhouse gas emissions, while also supporting a vibrant economy and providing Canadians with secure access to affordable energy.”
In response to the Pathways Alliance’s action, Greenpeace Canada made a comment. The environmental organization noted that the Alliance had scrubbed its online presence of environmental information in order to hide misinformation that was posted there, citing the changes to the Competition Act.
Nola Poirier, Senior Researcher and Writer at Greenpeace Canada, commented: “Canadian companies who are walking their climate talk need not worry about changes to Bill C-59. This law will merely ensure that companies do not make false environmental claims. However, the Pathways Alliance does have reason to worry. If scrubbing all information from their website in the face of truth-in-advertising legislation doesn’t make Pathways look guilty of something, I don’t know what does, but like Kenny Rogers said, ‘a gambler’s got to know when to hold ’em, and know when to fold ’em.’ Already the Competition Bureau is investigating the Pathways Alliance to determine whether they have contravened the Competition Act by ‘making false or misleading environmental representations’. For too long fossil fuel companies have been able to greenwash their products and actions. We look forward to strong laws that put an end to false environmental claims and hold companies accountable when they aren’t telling the truth.”
Meanwhile, Alberta’s government has indicated it is “actively exploring” all legal options, including a potential constitutional challenge or invoking the Alberta Sovereignty Act, to counteract the federal legislation. Premier Danielle Smith, along with Energy and Minerals Minister Brian Jean and Environment and Protected Areas Minister Rebecca Schulz, released a joint statement condemning the bill. They argued it appears to be “part of an agenda to create chaos and uncertainty for the purpose of phasing out the energy industry altogether.”
Understanding Bill C-59: Canada’s Battle Against Greenwashing
Bill C-59 represents a significant legislative effort in Canada aimed at preventing greenwashing—misleading claims about the environmental benefits of a company’s products or practices. The bill includes amendments to the Competition Act, which grant the Competition Bureau enhanced authority to scrutinize and penalize companies that make unsubstantiated environmental claims.
Key objectives of Bill C-59 include:
- Enhanced Transparency: Ensuring companies provide accurate information regarding their environmental impact.
- Increased Accountability: Holding companies accountable for misleading environmental statements.
- Consumer Protection: Safeguarding consumers from deceptive claims, promoting informed decision-making.
These amendments are part of a broader initiative to encourage corporate responsibility and sustainability, aligning with global trends towards stricter environmental regulations. The legislation is expected to create a more transparent and accountable market, ultimately fostering genuine environmental progress. As companies navigate this new regulatory landscape, the impact of Bill C-59 on corporate communications and environmental claims will likely set important precedents for various industries.