Behind the Labels: How to Spot and Challenge Greenwashing and Humanewashing in Canada

AEL Advocacy’s New Report and Consumer Action Toolkit

From “eco-friendly” dish soap to “humanely raised” eggs, product labels are full of promises. But how many of them actually reflect meaningful environmental or animal welfare practices?

In a marketplace saturated with vague and often misleading marketing, it’s becoming harder for conscious consumers to tell the difference between genuine sustainability and empty promises. That’s where Behind the Labels, AEL Advocacy’s new report and consumer action toolkit, comes in.

Unpacking Misleading Claims

Behind the Labels takes a deep dive into the growing problem of greenwashing and humanewashing in Canada. It not only unpacks the strategies companies use to mislead well-intentioned buyers, but also equips consumers with practical tools to identify and respond to these tactics.

From images of lush forests and smiling animals to buzzwords like “natural,” “sustainable,” and “ethical,” brands often craft a feel-good story that masks business-as-usual practices. The problem? Many of these claims have no legal definitions or are loosely regulated, meaning companies can create the illusion of responsibility without being held to meaningful standards.

What the Law (and the Labels) Actually Say

The report examines Canada’s existing legal framework for regulating marketing claims, breaking down the roles of key watchdogs like the Competition Bureau and Ad Standards. It explores what oversight does—and doesn’t—exist, and includes real-world case studies that reveal the impact misleading advertising can have on both public trust and policy outcomes.

Know Which Labels to Trust

Not all labels are created equal. Behind the Labels helps consumers navigate the sea of certifications by highlighting trustworthy third-party standards such as:

• 🐇 Leaping Bunny – Certified cruelty-free

• 🌍 B Corp – Verified commitment to social and environmental responsibility

• 🌱 Certified Vegan – Free from animal products and testing

  
  

These certifications stand out for their transparency, accountability, and independent verification—qualities that greenwashed and humanewashed claims often lack.

Taking Action: Empowering Consumers to Fight Back

Ultimately, Behind the Labels reminds us that consumer power extends beyond the checkout counter. The consumer action toolkit includes step-by-step instructions for reporting false or misleading claims to Canadian regulators, empowering consumers to demand better. Whether it’s a deceptive package on a grocery store shelf or a misleading ad online, taking a few minutes to report it can help spur investigations and drive change.

Your voice matters, and this report helps you use it.

👉 Read the full report

👉 Read the consumer action toolkit