The advertisements are for Shell Canada’s Drive Carbon Neutral program, which launched in November 2020. A company press release said from Dec. 31, 2020 onwards, customers at its pumps can contribute two cents per litre to various carbon offset projects. That program and its claims of carbon neutrality will be challenged Wednesday when environmental group Greenpeace is set to file a complaint to the Competition Bureau of Canada. The group argues the Drive Carbon Neutral program is greenwashing and is therefore tricking customers into participating in an initiative with false claims, which it says goes against the Competition Act: a federal law governing the majority of business conduct in the country.
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