The federal Competition Bureau says ads touting environmental benefits of products should be specific, clear and substantiated.
In new guidelines released along with the Canadian Standards Association, the bureau says green marketing should not be misleading and should give consumers greater assurance about the accuracy of environmental claims.
Claims about environmentally friendly products, the guidelines say, should be verified and substantiated prior to being made.
Companies have a one-year transition period to change any faulty advertising and labelling.
"In the end, this will benefit legitimate businesses and consumers by bringing greater accuracy in advertising to the marketplace," said Sheridan Scott, commissioner of competition.
The Competition Bureau is an independent agency that protects and promotes competitive markets.
