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Canada’s competition watchdog opens inquiry into Pathways Alliance ads over greenwashing allegations

By Natasha Bulowski, Canada’s National Observer, Local Journalism Initiative Reporter

The Competition Bureau is officially investigating an ad campaign that Greenpeace Canada argues is “false and misleading” because it suggests Canada’s six biggest oilsands companies are reducing greenhouse gas emissions and helping Canada achieve its climate targets.

The Pathways Alliance’s six members — Canadian Natural Resources, Cenovus, ConocoPhillips, ExxonMobil subsidiary Imperial, MEG Energy and Suncor — are responsible for 95 per cent of Canada’s oil sands production. A complaint filed in March by Greenpeace Canada took aim at the group’s “Let’s clear the air” marketing campaign, which presents its members as “making clear strides toward net zero” to help Canada “achieve a sustainable future.”

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