Bill C-59 and B2B Marketing: What to Expect

Trust has become one of the most valuable currencies in B2B marketing. It influences buying decisions, customer loyalty, and even brand perception. And when it comes to environmental claims, skepticism is high. A Deloitte study confirms it: 57% of Canadians doubt brands’ “green” claims. No wonder the government decided to step in.

Since June 2024, Bill C-59 has been in effect, introducing a much stricter framework for environmental communications. If a company claims to be environmentally responsible, it now has to prove it. Otherwise, it risks hefty fines—and, more critically, a loss of credibility that’s hard to rebuild.

And that’s not all: Since June 20, 2025, individuals, environmental groups, and even competing companies will be able to file complaints directly with the Competition Tribunal against any business suspected of greenwashing—without having to prove direct harm. A true game-changer.

In short, vague good intentions won’t cut it anymore. It’s time to adapt. Here’s what you need to know.

What is greenwashing?

Greenwashing is a deceptive communication practice that makes a company appear more environmentally committed than it truly is—without backing those claims with evidence.

In a B2B context, it often slips into the details: a leaf icon on a product image with no actual link to sustainability, vague sustainability claims in a sales deck, or a CSR report full of ambitions but no measurable KPIs. Sometimes unintentional, but the impact is real.

What new rules does Bill C-59 introduce?

What is Bill C-59 in marketing?
Bill C-59 regulates environmental marketing claims made by Canadian businesses. Since June 2024, it requires all eco-friendly statements to be precise, verifiable, and backed by solid evidence. Since June 2025, anyone can file a complaint—no proof of personal harm required.

In essence, the law enforces three main conditions:

• every environmental claim must be supported by tangible evidence (based on recognized standards or studies);
• the data must be current;
• and the messaging must be clearly and accurately worded.

Another key update: Private action rights are expanded, the law applies retroactively for one year, and fines can reach up to $15 million.

What you can and can’t say anymore in your environmental marketing

3 best practices to avoid greenwashing (and sleep at night)

To stay compliant and sleep better, focus on precision, evidence, and regular content updates. Avoid vague slogans, rely on facts, and make it a habit to review your messaging frequently. For example, instead of “eco-friendly packaging,” say “90% compostable according to ASTM D6400 standards.” Adding a link to a valid certification or audit can make all the difference.

In short: smart caution, applied consistently, will go a long way.

What if Bill C-59 became a competitive advantage?

Rather than seeing the law as a constraint, treat it as an opportunity to stand out. A company that communicates with transparency and rigour builds far more trust than one relying on feel-good buzzwords. In B2B, that level of credibility often makes all the difference.

When it comes to environmental marketing, precision is now non-negotiable. Bill C-59 sets clear limits, but it also opens the door to smarter, more strategic and more trusted brand messaging.

Need help adapting your communications to Bill C-59?
Bang Marketing can help you clarify your messaging, structure your evidence, and build a responsible and credible content strategy. Get in touch to learn more. No jargon, no pressure, just actionable solutions.

FAQ – Bill C-59 and Environmental Communications

Q: What are the real consequences of greenwashing for a B2B company?
A: Fines, loss of credibility, missed sales, and failed RFPs.

Q: Does Bill C-59 apply to all companies, even small businesses?
A: Yes. The law applies to all businesses operating in Canada, regardless of size or industry.

Q: Can I still use terms like “sustainable” or “eco-friendly”?
A: Yes, but only with specific evidence and precise language.

Q: Do environmental claims need third-party validation?
A: Not required, but strongly recommended to boost credibility and reduce risk.

Q: What if a current campaign uses vague environmental terms?
A: Review and revise it quickly to ensure compliance with Bill C-59.