Greenwashing and Bill C-59

Greenwashing and Bill C-59: Certification as a Sustainable Solution

The recently passed Bill C-59 by the Canadian Parliament marks a significant step in the fight against greenwashing. This term refers to misleading practices used by some companies to present themselves as environmentally responsible without taking genuine action. The law aims to strengthen the transparency and integrity of corporate environmental communications. It imposes strict requirements regarding the truthfulness and clarity of information provided to the public about ecological initiatives.

Why is greenwashing targeted?

Greenwashing has harmful consequences for consumers and the market. It creates confusion and leads to a loss of trust among consumers, who may struggle to distinguish between companies genuinely committed to sustainable practices and those that are not. This confusion also undermines the credibility of companies that are taking real steps to protect the environment by diluting the impact of their positive actions.

As of June 20, 2025, consumers or any private entity can file complaints with the Competition Tribunal against companies engaging in greenwashing, even if they have not suffered direct harm. This measure aims to hold companies more accountable and encourage more honest and transparent business practices. Companies found guilty of greenwashing could face significant consequences, not only in terms of reputation but also financially. In light of these risks, several companies have chosen to withdraw certain claims about their environmental actions.

A solution: third-party certification

For companies wishing to showcase their environmental commitments appropriately, validation by a trusted independent third party is a safe solution. Ecocert Canada, as a recognized certification body, plays a key role in properly highlighting organizations’ good practices. Third-party certification adds extra value to products on the market by ensuring that environmental claims have been independently verified.

By obtaining certification, companies can not only strengthen their credibility but also stand out in the market by demonstrating a genuine commitment to sustainable practices—without the risk of falling into the greenwashing targeted by the law.

In conclusion

The adoption of Bill C-59 represents a major advancement in the fight against greenwashing. By reinforcing proof and transparency requirements and allowing consumers to report misleading practices, this legislation aims to promote authentic environmental actions and protect consumer interests. Companies, in turn, can benefit from validation by a trusted independent third party to credibly display their environmental commitments and attract customers who care about the ecological impact of their purchases.

To learn more about Bill C-59, here are a few articles:

Bill C-59: How your business can avoid greenwashing | BDC.ca

Environmental claims and greenwashing