Greenpeace will file a false advertising complaint against six major Canadian oil sands producers with the Competition Bureau on Thursday. The campaign, called “Let’s Get It Straight”, was broadcast at major events such as the Soccer World Cup, Australian Open Tennis and the Super Bowl.
The Pathways Alliance, which includes the country’s six largest oil sands companies, says it is “making great strides towards carbon neutrality” and will “help our country secure a sustainable future.” in a campaign launched last August. These statements are “false” and “misleading”, says Greenpeace in the complaint that La Presse has seen.
“The message that is being sent is that the Alliance takes the climate crisis seriously and is taking action to address it. But in reality, it continues to increase its fossil fuel production. It doesn’t fit with the “sustainable” image that she tries to give herself to the Canadian public, ”explains Salomé Sané, in charge of the climate campaign at Greenpeace.
The agency is asking the Competition Bureau to investigate and fine the six companies $10 million, or 3% of their worldwide gross revenue. It also demands that the New Pathways Alliance issue a retraction and remove any mention of “carbon neutrality” from its public communications.
In the complaint, Greenpeace argues that the Alliance’s fossil fuel production is increasing and that it cannot “move towards carbon neutrality” as it claims. “In 2022, five of these six companies collectively produced a record average of 3.2 million barrels of crude oil per day,” production that is expected to be surpassed this year and over the next decade, the filing said. Competition Bureau.
In addition, the coalition presents itself as a climate leader while failing to meet its commitments, argues the environmental protection body. “Over 80% of their emissions are not accounted for in their carbon neutral plan,” reads the 43-page complaint.
If a fine is imposed on the six companies, Greenpeace wants the money to go to the Environmental Damages Fund and organizations, preferably indigenous, to clean up oil sands sites.
Marc Bishai, a lawyer at the Quebec Center for Environmental Law, says complaints against companies claiming to be carbon neutral are increasing in Canada. But investigations into what is called “climate-washing” are still ongoing.
“The [Competition] Bureau will first have to decide whether to launch an investigation. Then he will have to determine whether to negotiate an out-of-court settlement like in the Keurig coffee pods case or embark on legal proceedings, which can be lengthy,” explains the lawyer.
“We know that companies are not allowed to make false or misleading statements, but we don’t know what authorities consider to be false or misleading when it comes to carbon neutrality. It’s like trying to play soccer with an invisible goal. We know it exists, but we don’t know where it is,” said Bishai, who wants the public consultation on law reform, which is currently taking place, to lead to changes.
Pathways Alliance, founded in 2021, brings together Canadian Natural Resources Limited, Cenovus Energy, ConocoPhillips Canada, Imperial, MEG Energy and Suncor Energy. These companies produce 95% of tar sands oil in Canada, according to the Alliance website. She preferred to wait to read the complaint before commenting on it.
