On June 21st, Bill C-59 was passed, demanding truth in advertising and taking firm action against greenwashing.

Greenwashing occurs when false or misleading claims about environmental benefits are made in statements, advertising, marketing, and communications. It is an increasingly common practice that is particularly prevalent in Canada's oil and gas industry. These claims matter, because Canadians want to know that the companies who produce energy and other essential goods and services are genuinely focused on addressing their environmental impacts. In many cases, consumers are more likely to buy products with environmental ambitions - so companies have rushed to show that they are "climate aligned", often in the absence of any true effort. For decades, this dishonest practice has become more common, while the environmental harm perpetuated by these industries has actually gotten much worse - all under the pretext of environmental responsibility, while misinforming consumers and the general public.

So, our government addressed it with Bill C-59. I was proud to vote for this piece of legislation with my Liberal colleagues alongside the Green party and the NDP – I was disappointed but not surprised to see all Conservatives (and the Bloc) vote against. Who needs an Oilsands lobby when the Conservative Party is in the House of Commons?

I witnessed firsthand the damaging effects of greenwashing at the Environment Committee on June 6th. During the Committee, CEOs of Canada's largest oil and gas companies promoted their vague plans for a greener future with reduced emissions, yet they failed to demonstrate any concrete strategies or communicate any definitive plans to achieve net-zero, or even meaningfully reduce their emissions. Suggesting that you are committed to ambitious goals, without having a plan to achieve any of them is a lot like saying you’re training for the Olympics, while refusing to hit the gym. These CEOs, supported by Conservative leaders and politicians, continue to lobby against emission reductions policies while falsely portraying their practices as environmentally sound and aligned with net-zero goals. That is dishonest, it is greenwashing, and it’s wrong.

Bill C-59 is already showing tangible progress, with oil and gas companies and the Canadian Energy Centre actively removing misleading statements and incorporating disclaimers into their claims. The Pathways Alliance, a group of oilsands companies has removed all content from their website and social media feeds, proactively. If they weren’t lying, what do they have to hide?

The passing of Bill C-59 is a significant step in the right direction to ensure that Canadians aren’t being lied to by massive corporations who only care about profit. Canadians deserve to know that producing the things we all need we need, might harm the environment. If a product or service claims to be "green" or "sustainable" - those selling them ought to demonstrate how that is true. If companies claim they’re improving, they should be prepared to prove it, and the biggest polluters in Canada need to be held accountable for the impact they’re having on our planet. Indeed, it’s the only one we’ve got.

Adam van Koeverden is the Member of Parliament for Milton