Introduction
As of June 20, 2025, Canada’s Bill C-59 introduces strict new rules against greenwashing under the Competition Act. For HR, Marketing, and CSR teams launching eco-conscious campaigns—especially those involving tree gifts—this law changes how environmental claims must be made and substantiated. The period of vague sustainability messaging has ended.
The good news is that ForestNation can help. We provide the tools, data, and guidance you need to ensure your environmental campaigns are both credible and compliant.
Key Takeaways
- ForestNation’s team and solutions can help you comply with Canada’s new green marketing law.
- Environmental and sustainability claims must be specific and supported by adequate testing or substantiation under internationally recognized standards.
- The law applies to product and company-wide sustainability messaging.
- Claims that give a misleading impression can be penalized, even if technically accurate.
- Consumers and organizations now have the right to sue for greenwashing.
What Is the “Green Marketing Law”?
Canada’s new green marketing law refers to amendments to the Competition Act made under Bill C‑59. These changes prohibit unsubstantiated or misleading environmental claims. All public statements about environmental benefits must now be supported by “adequate and proper” evidence before the claim is shared or published.
This means companies can no longer rely on good intentions or vague partnerships. If your business claims to plant trees, you must be able to show how many, where, when, and what the actual environmental impact is—using documentation that aligns with internationally recognized standards.
That’s exactly why we created the Forest Profile. This platform gives each of our clients a centralized, audit-ready view of their tree planting initiatives, including tree counts, impact metrics, and verified project data.
With over 20 years of experience in sustainable engagement, ForestNation has been helping businesses make credible, transparent environmental claims long before these regulations came into effect. Our mission has always been to make environmental impact real, measurable, and legally defensible.
What Does It Cover?
Environmental Product Claims
Claims about a product’s environmental benefit, such as “zero-waste packaging” or “carbon offset included,” must be backed by verifiable testing or scientific studies before the claim is published.
At ForestNation, we’ve helped clients incorporate credible environmental messaging directly into their packaging. For example, Mondial Gifts included a tree-planting statement on their corporate gift boxes to clearly show the impact of their initiative. Read the case study.
Environmental Business Practices
Claims about a company’s overall sustainability efforts, such as “we run an eco-friendly gifting program,” also require substantiation. This includes proof of project outcomes, scope, and third-party validation if applicable.
ForestNation supports clients by generating tailored CSR reports that summarize planting activity, environmental impact, and alignment with global standards. These reports provide the evidence companies need to confidently and compliantly share their sustainability story.
The “General Impression” Rule
Bill C-59 holds marketers accountable for the general impression their claims create. This means the law can apply even if the claim is technically true, as long as it misleads a reasonable consumer.
For example, a company that says “we’re saving the planet with tree kits” might believe it is promoting a good cause. However, if that statement exaggerates the campaign’s impact or lacks measurable results, it may violate the law.
ForestNation helps prevent this by supplying specific, verifiable data for every campaign. Clients receive evidence including tree counts, location data, species planted, planting dates, and impact metrics. ForestNation also helps shape compliant messaging to ensure claims reflect reality and are legally sound.
Why Is This Law Important for Businesses?
This law introduces serious legal and financial consequences for companies using unverified or vague environmental language in their promotions.
Key compliance risks include:
- Fines of up to $10 million for a first violation, or 3 percent of global revenues.
- Mandatory public corrections and restitution payments.
- Lawsuits filed by private parties such as consumers, competitors, or NGOs.
Marketing, CSR, and HR teams must ensure every environmental claim is documented, specific, and reviewed for legal accuracy.
How Does It Affect Eco Gifting and Tree-Planting Campaigns?
Tree-planting campaigns and eco gifting are popular strategies for building brand purpose and audience engagement. However, these efforts now fall under the scope of greenwashing enforcement.
Phrases such as “we plant one tree per gift” or “eco-friendly branded gifts” must be supported with clear data. This includes proof of planting, environmental benefit calculations, and transparency around methodology.
ForestNation enables brands to meet these standards by offering services like:
- Verified planting data and GPS mapping
- Ongoing growth monitoring and replanting policies
- Best-practice templates for compliant messaging
- Options for third-party validation or carbon credit certification
This approach ensures that companies can promote their campaigns with confidence, knowing they are aligned with Canadian law.
Below: Tree saplings at ForestNation’s nursery in Tanzania, where they grow for 4 to 6 months under expert care before being planted in the forest. Around 80 percent of the nursery staff are women, supporting both reforestation and community employment.
Frequently Asked Questions
Bill C-59 is Canadian legislation that updates the Competition Act to include strict rules against greenwashing. It requires businesses to verify all public environmental claims with proper evidence.
The law goes into effect on June 20, 2025. From that date forward, all environmental claims in marketing, packaging, gifting, or advertising must meet the new standards.
The company making the claim is liable. Even if a vendor like ForestNation fulfills the planting, the brand must ensure it can prove the environmental benefit claimed in its own marketing.
Substantiation includes documented evidence such as testing results, third-party studies, certified methodologies, and clear tracking of environmental outcomes.
Yes, but only if the claim is specific, backed by data, and not misleading. Vague or overly broad language without evidence could still lead to legal action.
Conclusion
ForestNation supports businesses in launching inspiring, environmentally conscious campaigns that are also legally sound. With transparent reporting, scientific metrics, and audit-ready documentation, ForestNation ensures that your tree gifting efforts are defensible, credible, and aligned with Bill C-59.
To explore how ForestNation can help your brand meet compliance standards while delivering real-world environmental impact, contact us.
