Understanding Bill C-59: What Canada's New Greenwashing Law Means for Your Tourism Business

As tourism operators across our region increasingly develop environmental initiatives and improve sustainability efforts, it's important to understand new federal legislation that directly impacts how you can communicate these practices to your customers.

What is Bill C-59?

Bill C-59 introduces significant changes to the Competition Act. It specifically addresses greenwashing, defined as unsubstantiated or misleading environmental claims used in the promotion of products or services. 

The Simple Rule: If You Say It, You Must Prove It

Any claim about a product or business practice's environmental benefits must be based on "adequate and proper substantiation." In other words, if you say it, you must be able to prove it.

This applies to: 

• Advertising claims (“our hotel is carbon neutral”)
• Website copy (“the greenest tour in Canada”)
• Social media posts (“book with us to support local conservation”)
• Labels or packaging (“100% sustainable ingredients”)

If your claim is found to be false or misleading, in the case of a complaint, the Competition Bureau now has more power to seek penalties, including substantial fines and orders to remove or correct misleading information. 

What This Means for Tourism Businesses

Whether you operate a hotel, restaurant, tour company, attraction, or any other tourism-related business, this legislation affects you if you make environmental claims such as:

• "Eco-friendly" accommodations or services
• "Carbon neutral" operations
• "Sustainable" tourism practices
• Claims about reducing environmental impact
• Statements about protecting or restoring the environment

Simply stated, businesses are now required to have testing or substantiation to support certain environmental claims.

Key Requirements for All Businesses

Documentation is Essential: You must be able to provide evidence that backs up your environmental claims. This could include:

• Third-party certifications from recognized organizations such as GreenStep Solutions
• Scientific testing or measurement data
• Verified calculations for carbon footprint reductions
• Documentation of specific sustainable practices and their measurable impacts

Avoid Vague Claims: General terms without specific backing may be problematic. Instead of saying "we're environmentally friendly," be specific about what you do and how it helps the environment.

Keep Records: Maintain documentation that supports your environmental claims, as you may need to provide this evidence if challenged.

Taking Action

As a tourism business owner, consider:

1. Reviewing Your Current Marketing: Examine all environmental claims in your marketing materials, website, and promotional content
2. Gathering Documentation: Collect evidence that supports any environmental benefits you advertise
3. Being Specific: Replace vague environmental claims with specific, measurable actions and their verified impacts
4. Signing the GreenStep 2030 Pledge: Signing the pledge can be a stepping stone to certification, which enhances your business’s credibility and marketability. RTO7 is ready to assist you through the process of the GreenStep certification. Learn more on the  RTO7 Pledge Page

Here are a few positive local examples: