Webinar: Building Trust Through Action: How to Avoid Greenwashing in 2025

Webinar Recap: Building Trust Through Action: How to Avoid Greenwashing in 2025
Held May 29, 2025 

With stakeholder scrutiny rising and new regulations in place, the pressure is on for organizations to back up their sustainability claims with credible evidence. Our recent webinar explored how Bill C-59 is reshaping the landscape for environmental marketing in Canada and how businesses can respond with confidence. 

1. Bill C-59 Sets a New Standard for Environmental Claims

Bill C-59 introduces strict requirements for substantiating environmental claims in all promotional materials — from ads and packaging to websites and social media. Claims must be backed by credible, upfront evidence and align with internationally recognized methodologies. This applies to both product-level and business-level claims, including aspirational goals like “net zero.” 

2. Compliance Is Now a Cross-Functional Responsibility

The law shifts the burden of proof to businesses and empowers the Competition Bureau with civil liability and enforcement tools. This means legal, marketing, sustainability, and communications teams must work together to ensure claims are accurate, documented, and defensible. Certifications alone are no longer enough. Companies must show how their claims are true, not just what they are. 

3. Greenproof, Don’t Greenhush

Rather than going silent out of fear of non-compliance, companies should see C-59 as an opportunity to strengthen governance and credibility. Credible claims don’t just keep you compliant — they build trust, open doors to procurement, attract investors, and help retain talent and customers.