Toronto Transit Commission Considers Tough New Advertising Rules
The Toronto Transit Commission (TTC) is preparing to take a significantly stronger stance against fossil fuel advertising as part of an intensified effort to combat the practice known as “greenwashing.” A new staff report, set to be voted on by the TTC board next week, recommends sweeping changes to the agency’s advertising policy that would require fossil fuel companies to prove any environmental claims made in their advertisements are backed by solid, verifiable evidence.
If approved, the policy would give the TTC greater authority to reject advertising that promotes fossil fuel products using claims of sustainability, reduced emissions, or environmental benefits unless those claims can be substantiated through rigorous and appropriate testing.
This move reflects growing concern that misleading marketing from fossil fuel companies is undermining public trust and obstructing genuine efforts to address the climate crisis.
What the Proposed Policy Would Change
Stricter Requirements for Environmental Claims
Under the proposed policy, companies promoting fossil fuel-related products or services would be required to submit proof demonstrating that any statements regarding environmental benefits are authentic and verifiable. This documentation must show that claims have been supported by adequate and proper testing, leaving little room for vague or exaggerated messaging.
TTC officials would assess this evidence before deciding whether advertisements could run in transit stations or appear on vehicles such as streetcars, buses, and subway trains across Toronto.
The policy aims to close loopholes that have previously allowed corporations to frame fossil fuel initiatives as environmentally friendly despite limited or misleading evidence.
Tackling the Issue of Greenwashing
Greenwashing has become a common strategy in corporate marketing, where businesses misrepresent their environmental impact to appear more sustainable than they actually are. In the fossil fuel sector, this often involves promoting projects as “low carbon” or “clean energy” without meaningful reductions in emissions.
The United Nations has been vocal in condemning this practice, describing greenwashing as a major obstacle in global climate efforts. It erodes public confidence and diverts attention away from genuine climate solutions.
As UN Secretary-General António Guterres stated in a 2022 report, “We cannot afford slow movers, fake movers or any form of greenwashing.” His warning underscores the urgency driving regulatory and institutional crackdowns around the world.
Influence of Federal Greenwashing Regulations
The TTC’s proposed policy is partly influenced by recent changes at the federal level. In 2024, the Government of Canada introduced new anti-greenwashing provisions as part of amendments to the Competition Act. These rules strengthened requirements for businesses to support environmental claims with credible evidence.
Following the implementation of these regulations, the oil and gas lobbying group Pathways Alliance temporarily shut down its website over concerns that its content might violate the new standards. This high-profile reaction demonstrated the far-reaching implications of the law and highlighted the challenges companies face in navigating stricter environmental messaging rules.
Political Momentum Behind the Move
Councillor Diane Saxe’s Role
The TTC’s latest recommendation follows a September 2024 motion introduced by Toronto City Councillor Diane Saxe, who represents University–Rosedale. Her motion called for a closer review of ads from Pathways Alliance and Canada Action — both known for promoting fossil fuel interests — and urged the TTC to align its advertising policies with evolving federal regulations.
Saxe has been a vocal advocate for stronger climate policies and has consistently raised concerns about allowing transit systems to become platforms for potentially misleading corporate messaging about environmental responsibility.
Financial Impact on the TTC
Despite concerns that tighter restrictions might reduce advertising revenues, TTC staff have indicated the financial consequences would likely be minimal.
“In recent years, the TTC has received minimal revenues relating to fossil fuel advertisements,” the report notes. In 2023, a Pathways Alliance campaign generated $199,000 in revenue, while a Canada Action vehicle wrap in 2024 brought in $22,500. By contrast, the TTC earned approximately $32 million from all forms of advertising in 2024.
These figures suggest that limiting fossil fuel ads would not significantly affect the transit agency’s overall advertising income, reinforcing the argument that ethical and environmental considerations outweigh revenue concerns.
A Broader Citywide Strategy
Toronto’s Municipal Efforts
The TTC’s initiative forms part of a broader strategy adopted by the City of Toronto to address greenwashing across all municipal properties. In October 2024, city council passed its own motion aimed at limiting misleading environmental advertising on government-owned infrastructure, extending beyond the transit system.
This synchronized approach reflects a growing recognition that government platforms should not contribute to the promotion of questionable environmental narratives.
Actions in Other Canadian Cities
Montreal took a decisive step in September 2024 when its public transit agency, Société de transport de Montréal (STM), formally implemented a ban on greenwashing advertisements. This move set a precedent for other municipalities considering similar restrictions.
However, progress has not been uniform across the country. Ottawa city council declined to move forward with a comparable ban after staff raised concerns that such restrictions might infringe upon advertisers’ Charter rights to freedom of expression.
Legal Challenges and Constitutional Concerns
The federal greenwashing regulations are now facing legal scrutiny. In December 2024, two western Canadian business organizations launched a Charter challenge in Alberta, arguing that the new standards are overly vague and stifle free speech.
The groups contend that uncertainty around acceptable environmental claims creates a chilling effect, discouraging businesses from discussing sustainability initiatives for fear of potential legal repercussions—even when their claims may be accurate.
This legal battle could have broader implications for how environmental advertising is regulated across Canada and may influence future policy decisions at the municipal level, including those of the TTC.
Environmental Advocates Push for Even Stronger Measures
Environmental organizations have largely welcomed the TTC’s proposal, though some argue it does not go far enough.
Emilia Belliveau, program manager at Environmental Defence, expressed cautious optimism about the board’s potential approval. While she supports stronger oversight, she believes a more aggressive approach is necessary to curb fossil fuel promotion on public transit entirely.
“Compared to the approach being urged by leading climate experts, the response to fossil fuel ads in Canada has been lacklustre,” Belliveau said, emphasizing the need for more decisive action to align transit advertising with climate-conscious values.
What Happens Next
The TTC board is scheduled to vote on the proposed advertising policy during its upcoming meeting on September 10. If approved, the new rules will signal a significant shift in how Toronto’s transit system handles corporate environmental messaging.
Supporters view the move as an important milestone in the fight against climate misinformation, while critics warn of potential legal risks and concerns over freedom of expression.
As debates continue, the outcome of this vote could shape advertising standards not only within Toronto but also influence similar discussions in other major cities across Canada.
A Turning Point for Public Transit Advertising
The TTC’s possible crackdown on fossil fuel advertisements represents a notable evolution in the role of public transit systems. Once primarily seen as neutral advertising platforms, transit agencies are increasingly being called upon to reflect the values of sustainability, transparency, and environmental responsibility.
By challenging greenwashing and demanding proof of environmental claims, the TTC is positioning itself at the forefront of a national movement aimed at holding corporations accountable for the accuracy and integrity of their messaging.
Whether this effort marks the beginning of a broader transformation or triggers further controversy remains to be seen, but one fact is clear: the conversation around greenwashing, fossil fuel advertising, and climate accountability has reached a critical point in Toronto.
