On April 16, 2026, Ad Standards Advisory issued its Guidance on Environmental Claims in Advertising (the “Guidance”) to help ensure that environmental or "green" claims in advertising comply with the Canadian Code of Advertising Standards (the "Code").

A goal of Ad Standards it to help advertisers avoid "greenwashing,” which they’ve noted occurs when an advertiser exaggerates environmental benefits, minimizes negative impacts, or lacks competent and reliable evidence in connection with their “green” claims.

Key principles

The Guidance sets out 10 tips for advertisers. Notably, pursuant to tip #2, Ad Standards states that advertisers must have up-to-date, valid, reliable, and relevant scientific evidence to support all claims, both direct and implied, that would likely be accepted by experts in the field.

Further, tip # 5 cautions that broad claims such as "environmentally friendly," "eco-safe," "green," "carbon friendly," "sustainable," or "climate smart" should be avoided as they require a very high standard of proof due to the implication that the product or service has no negative environmental impact throughout the lifecycle of the product or service.

It is also worth noting that tip #6 also urges caution when using symbols in “green” claims. Specifically, the Guidance states that symbols should not be used unless the source of those symbols is clearly indicated, and the official approval or certification has in fact been obtained. In addition, the Guidance urges advertisers not to use environmental symbols if there is a likelihood of confusion as to what the symbols mean.

For example, if consumers might reasonably believe that an advertiser’s own symbol indicates that a product has earned approval from an independent third-party, Ad Standards indicates that this would be misleading.

Framework

When a consumer complaint raises a Code concern involving an environmental claim, Ad Standards will generally adjudicate it through its independent Standards Council under Clause 1 (Accuracy and Clarity), specifically Clauses 1(a) and 1(e). In exercising its judgment, the Standards Council may take into account the guidance of the Competition Bureau and the ICC Framework for Responsible Environmental Marketing Communications (2025 edition).

In terms of the former, the Guidance is similar to the Competition Bureau’s Environmental Claims and the Competition Act both in tone and tenor. As a result, the prevailing guidance for “green claims” in Canada rely largely on high-level principles.

Conclusion

Advertisers making environmental claims in Canada should ensure compliance with both frameworks, understanding that adherence to the Ad Standards Code does not guarantee compliance with the Competition Act, and vice versa.

As the guidance is largely based on high-level principles, advertisers will need to carefully consider if their environmental claims comply without the benefit of granular substantive guidance. If you need assistance, please reach out to a member of our Environmental Claims and Greenwashing team.