The City of Toronto is committed to climate action and to providing residents with accurate, reliable information (IE23.9 - Fossil Fuel Advocacy Advertising on City Assets). In Canada, environmental claims made in advertising and marketing must comply with the Competition Act, including provisions that address unsupported or misleading environmental claims (commonly referred to as “greenwashing”).

The Competition Bureau’s guidance encourages advertisers to ensure environmental claims are:

  • truthful, clear and specific
  • appropriately tested/substantiated
  • not exaggerated
  • specify what is being compared
  • future oriented claims are supported by substantiation and a clear plan

Complaints regarding greenwashing can be made to the Competition Bureau of Canada: Environmental Claims and Greenwashing. 

Accordingly, when third party advertising is displayed on City assets, advertisers are expected to comply with these standards, along with all other Competition Act provisions and all other applicable laws. As a condition of advertising on City assets, third party advertisers may be required to sign a greenwashing declaration confirming such compliance.