Spurred by a complaint from Greenpeace Canada in March, the Competition Bureau said in a statement to Greenpeace that it will seek to “determine the facts relating to allegations that the Pathways Alliance has contravened theFormed in 2021, Pathways Alliance includes major companies such as Canadian Natural Resources Limited, Cenovus Energy, ConocoPhillips Canada, Imperial, Meg Energy and Suncor Energy.
Mark Cameron, vice-president external relations at Pathways Alliance, said the campaign acknowledges the oilsands represents a significant share of Canada’s emissions and collaborative efforts must be made across the industry and with government to deliver “responsibly produced oil.” The ad campaign, which launched in fall 2022, paints Pathways Alliance as a climate leader, flashing its net-zero target on high-profile placements such as Super Bowl ads, a billboard at BC Place in Vancouver and covering streetcars in Toronto, Greenpeace said. Pathways Alliance ads have also appeared in the Star during this time.
In a video ad, Pathways Alliance also promotes the use of carbon capture, which involves the capture of carbon dioxide emissions and storing it deep underground.
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