Montreal and Toronto are both taking action to limit oil and gas advertising on their subways, buses, and streetcars. This week, Toronto city council approved a motion to restrict fossil fuel ads on city property.
Melissa Lem, president of the Canadian Association of Physicians for the Environment (CAPE), hailed Toronto’s decision as a “landmark win.” She stated that this bold move signifies a shift away from unchecked fossil fuel advertising, positioning Toronto as a leader in this global transition.
Lem described the efforts of both cities as early but “significant” steps toward nationwide restrictions. “We want to take a stand—even if it’s a lonely one at first—to show the rest of the country that we oppose harmful advertising from fossil fuel companies,” she said.
CAPE represents 700,000 health-care workers in Canada and advocates for advertising restrictions similar to those on tobacco products, citing the adverse health effects of fossil fuel consumption and climate change.
In Montreal, the Société de transport de Montréal (STM) has implemented guidelines that limit oil and gas-related ads on its metro and bus systems. Advertisements will now undergo scrutiny to ensure they are evidence-based and not misleading, a practice known as greenwashing.
Charles Gratton, a representative from Transgesco, which manages STM’s advertising, emphasized the importance of establishing clear guidelines against greenwashing to responsibly finance public transit.
The Toronto Transit Commission (TTC) adopted a motion last month prohibiting “misleading” fossil fuel advocacy ads, specifically targeting the Pathways Alliance and Canada Action, both of which have previously advertised on Toronto streetcars. Greenpeace has lodged a complaint with the Competition Bureau regarding a Pathways ad that claimed its “net-zero plan is in motion.”
Future advertising from these groups will undergo review to comply with the Canadian Code of Advertising Standards, ensuring that ads do not misrepresent professional or scientific statements.
Dianne Saxe, a Toronto city councillor who introduced the TTC motion, stated that the changes aim to eliminate greenwashing, particularly in public transit messaging, which can undermine the transit agency’s credibility.
Fossil fuel groups quickly criticized the TTC motion. Cody Battershill, founder of Canada Action, argued that the motion further divides public opinion on Canada’s natural resource issues. Kendall Dilling, president of Pathways Alliance, expressed his group’s desire to engage in meaningful discussions about the environment and resource development, including advertising.
The push for stricter advertising regulations extends beyond public transit. Earlier this year, the Liberal government introduced new rules to combat greenwashing, facing backlash from fossil fuel industry groups. The NDP is advocating for an outright ban on misleading fossil fuel ads.
This summer, UN Secretary-General Antonio Guterres highlighted the issue, criticizing the fossil fuel industry for its deceptive practices while delaying climate action through lobbying and aggressive advertising campaigns.
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