Claim on reduced air emissions from an electricity power generation company

The Competition Bureau initiated an inquiry regarding a misleading environmental claim on the reduction of air emissions by electricity power generation plants following a six-resident complaint. The application alleged that the claim is contrary to the misrepresentations provisions of the Competition Act. The company used the all-encompassing term "air emissions"on its claims of reduction in emissions of NOx and SO2 only. These representations are open to misinterpretation by consumers. The Bureau discussed the issue with the company officials who agreed to use detailed and specific language to describe the types of emissions being referred to in its future advertising campaigns; to review its internal advertisement approval process; and to ensure that its advertisements are accurate and fair in both specific content and general impression.

The inquiry was discontinued on January 22, 2003.

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