CALGARY — Splashed across billboards and city buses, onnewspaper spreads and Facebook feeds, the"Let's Clear the Air" ad campaign by the Pathways Alliance group of oilsands companies is a multi-million-dollar public relations blitz by an industry keen to show it's committed to helping fight climate change.
Under Canada's Competition Act, it only takes six signatories to a deceptive advertising complaint to compel the bureau to launch an investigation. In the case of the Pathways Alliance ad campaign, the oilsands industry is promoting its plan to achieve net-zero greenhouse gas emissions from production by 2050 — a plan that includes spending $16.5 billion to build what would be one of the largest carbon capture and storage projects in the world.
The Pathways Alliance said it was taken aback by the complaint against its ad campaign, which it says was only intended to let Canadians know the oilsands industry has heard their concerns about climate change and wants to be part of the solution. A few years before that, the bureau reached an agreement with Volkswagen that ultimately saw a total of $17.5 million in penalties paid by the automaker in the wake of a 2016 emissions-reporting scandal.
"The Canadian Competition Bureau doesn't have a green task force, which is something a lot of our trading partners have."
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