The Toronto Transit Commission (TTC) is banning misleading fossil fuel advertisements on its vehicles and properties, making it the first public transportation entity in Canada to implement such a policy.
Dianne Saxe, a Toronto city councillor and TTC board member who introduced the motion to ban, told Canada’s National Observer that the new policy aims to counter “greenwashing,” the deceptive marketing used by fossil fuel companies to appear environmentally friendly while downplaying their role in climate change.
The motion mandates that TTC’s contracted third-party provider, Pattison Outdoor Advertising LP, forward any fossil fuel advocacy advertisements from Pathways Alliance and Canada Action to the TTC for rigorous review before approval for display on TTC properties. Advertisers are now required to substantiate their environmental claims using recognized scientific standards, ensuring the public is not misled about the true environmental impact of fossil fuels. Saxe said this policy will help prevent misleading claims from being broadcast to the public through TTC vehicles and stations.
“We have lots of evidence now that fossil fuel companies and their associated entities use their immense economic power to advertise to the public in ways that directly undermine climate action, and they're very effective at doing that,” Saxe said. “They've been able to pour vast amounts of money into undermining public support for essential and proven things like carbon pricing.”
Saxe noted that Pattison previously approved ads from the Pathways Alliance that failed to comply with the established advertising code.
Saxe described the tactic as a form of “borrowing” the TTC’s brand, which the public generally associates with “eco-friendly” transportation. By placing ads on streetcars and buses, fossil fuel companies leverage the positive image of public transit to greenwash their own reputations.
“Greenwashing is always harmful, but when it's carried by transit vehicles, it is even more damaging. It undermines the brand of the transit agency itself.”
Previously, Pattison had approved these ads independently. Under the new policy, TTC staff will ensure that the ads comply with Canadian advertising standards and the Competition Act, which was amended in 2024 to place stricter requirements on environmental claims in advertising.
The TTC motion also tasks its staff with developing a broader policy on fossil fuel advocacy advertising by the first quarter of 2025. The new policy will ensure that the TTC’s advertising guidelines are consistent with the City of Toronto’s climate commitments under the TransformTO plan, which aims for net-zero carbon emissions by 2040.
“Climate change is an unprecedented threat to people in Toronto and worldwide, with overwhelming consequences, especially for the most vulnerable,” the motion read. “In Toronto, climate change is already causing serious impacts, including increases in average heat, and in the frequency and severity of extreme weather events. In turn, these adversely affect the TTC and those we serve.”
Pathways Alliance did not respond to our request for comment, but Cody Battershill, a spokesperson for Canada Action, stated that the organization’s advertising has consistently complied with all relevant regulations. “All of our content is sourced, cited and supported,” Battershill said.
He highlighted that their advertisements promote energy produced in Canada, which provides economic benefits to Canadian families, and expressed confusion over the opposition to such messaging.
“We need to work together to make life more affordable for all Canadians,” Battershill said in an emailed response. “This motion is misleading and only adds to the polarization that we need to get away from regarding natural resource development in Canada.”
Environmental advocates expressed strong support for the TTC decision to restrict fossil fuel advertising.
“What a relief for Torontonians to no longer be bombarded with fossil fuel propaganda during our daily commute,” said Mili Roy, chair of the Canadian Association of Physicians for the Environment (CAPE) Ontario regional committee, in an emailed statement. “The TTC's decision to ban these ads is a powerful step towards protecting our health and our environment.”
Roy said that by eliminating misleading messages from buses, streetcars and subways, the TTC is contributing to a healthier environment in both a “literal and figurative” sense.
Last year, Bixi, the public bike rental agency in Montreal, proactively removed ads from the Pathways Alliance, citing ongoing concerns and investigations by the Competition Bureau of Canada regarding misleading advertising practices related to greenwashing.
“The TTC's decision to restrict fossil fuel advertising is a breath of fresh air,” said Melissa Lem, president of the Canadian Association of Physicians for the Environment (CAPE). “This decision recognizes that fossil fuel pollution – like tobacco smoke – poses serious health risks to our communities, particularly children and vulnerable populations.”
As a physician and regular transit user, Lem expressed her admiration for the TTC's efforts to combat messages that contribute to the climate crisis, encouraging others to take similar actions.
“By limiting fossil fuel ads, we can clear the air of both pollution and propaganda, paving the way for a healthier future.”
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