Competition Bureau Canada (the Bureau) announced just before Christmas that it is seeking public comments on draft guidelines (the Guidelines) for assessing environmental claims for compliance with Canada’s Competition Act (the Act). The Act was amended in June 2024 by adding two specific provisions to existing general prohibitions for false and misleading representations and unsupported performance claims to address environmental claims. Under the recent amendments, marketing claims about the environmental benefits of a product must be based on “adequate and proper testing” conducted before the claim is made, and claims about the environmental benefits of a business or business activity must “be based on adequate and proper substantiation in accordance with an internationally recognized methodology.”

The proposed Guidelines are based on six high-level principles aimed at ensuring that environmental claims comply with all of the Act’s provisions, including the recent amendments. Read more here.