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Bill C-59: How to avoid greenwashing in business — and why it's crucial

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The recent adoption of an Act to implement certain provisions of the 2023 Fall Economic Statement and certain provisions of the budget tabled in Parliament on March 28, 2023 (S.C. 2024, c. 15; formerly Bill C-59) marks a turning point in how Canadian businesses can communicate their environmental commitments. At a time when consumers and investors demand transparency, this Act strictly regulates green claims — and sanctions those that are deemed misleading. At TST, we see this evolution not as a barrier, but as an opportunity to strengthen the sustainability practices of our customers while protecting their credibility.

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What is greenwashing?

Greenwashing consists in giving a misleading eco-responsible image of a product, service or organization. This may involve vague (“environmentally friendly”), unverified, or untrue claims. With the Act, any environmental claim must now be supported by evidence that is clear, verifiable, and available at the time it is made.

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A stricter legal framework... but also clearer

Entered into force in 2024, the Act reinforces the Competition Act by making companies responsible for any unfounded environmental claims. It also allows third parties, such as NGOs or citizens, to challenge dubious allegations with the Competition Bureau. This new legislation therefore invites companies to review their communication practices and to rigorously document their commitments.

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How TST can help you avoid greenwashing

At TST, we support our customers at all stages of their sustainable transition — from performance analysis to the implementation of concrete and measurable strategies. What the Act now requires, we are already doing as part of our services:

• Certification procedures (LEED, BOMA BEST, Fitwel, BCZ, etc.): these rigorous frameworks offer recognized evidence of environmental commitments.
• Measuring and monitoring GHGs (scopes 1, 2, 3): verifiable data and supported by best practices.
• Energy and sustainability plans: clear roadmaps, which allow realistic commitments to be announced, supported by performance indicators.
• Reports and documentation: we help our customers to produce reliable information that meets the expectations of stakeholders and regulators.

Instead of being afraid to communicate their efforts, our clients can rely on a verifiable, structured and coherent discourse — something that the Act encourages above all.

The Act is not intended to punish committed businesses, but to eliminate empty promises and raise environmental communication standards. For organizations like TST and its customers, this is an opportunity to demonstrate, with supporting evidence, their seriousness in sustainable development. By focusing on transparency, rigor and traceability, companies can not only remain compliant, but also strengthen their position with their customers and partners. Because beyond words, it's actions that count.