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False and/or Misleading Advertising

The Competition Bureau of Canada (The Bureau) is an independent law enforcement agency that protects and promotes competition for the benefit of Canadian consumers and businesses. 

Greenwashing
Is your environmental claim true?

Environmental claims are often used by businesses and/or individuals to promote a positive environmental quality or attribute, or to downplay a negative one. This may include claims related to a product’s impact on the environment, from the sourcing of its materials to how it is produced, packaged, distributed, used or the way in which it is disposed. Environmental claims can also be about services, processes, businesses, business practices and activities.

While many claims are truthful, others make a business or its products seem greener than they really are. The latter is often referred to as “greenwashing” by the Bureau. This term is a short form for environmental claims that are deceptive because they are false, misleading or not adequately and properly tested or substantiated as required.

A good example in the jewellery industry, is Lab Grown Diamonds and how they are sometimes marketed to consumers as environmentally better than natural diamonds. Read the CJA Guidelines to Advertising Lab Grown Diamonds HERE.

Are you using greenwashing marketing practices?
Environmental Claims and the Competition Act
Made in Canada and Product of Canada
Do you know the difference?

There is an important distinction between a “Made in Canada” claim and a “Product of Canada” claim. Do you know the difference? What if your product is partially manufactured in Canada- what can you state?
Product of Canada and Made In Canada Claims
Ordinary Selling Price Claims
When is a bargain really a bargain?

As a business in Canada, merely claiming a false or unsubstantiated regular price of a product and then offering it at a marked-down price, which may result in no savings at all, is a misleading and/or deceptive marketing practice and may have consequences for your business.

Does your regular price claim meet the time and/or volume test?
Ordinary Price Claims
Precious Metals Marking
Are your precious metal jewellery and watches marked?

Canadian jewellers must adhere to specific standards when marking precious metals including gold, palladium, platinum and silver and an alloy of any of those metals.
Guide to Marking Precious Metals

The CJA developed the “Guidelines to Advertising Lab Grown Diamonds” to assist industry trade members in presenting LGD in compliance with Canadian law so consumers are not misled by unsubstantiated or false claims. 

Read More
The Competition Bureau of Canada Website

Updates & Notices

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