b'Insimplerterms,companiesWhat This Means must be able to prove at the timefor the Construction the claim is made that their envi- Industry If a company claims that a business practice or a product ronmentalclaimsarebackedby testingorevidence.ThisappliesEnvironmental marketing whetherthecompanyispro- isbecomingmorecommonis carbon neutral or biodegradable, there needs to be motingaproduct(likeaneco- inconstruction,frompro-friendlymaterial)orabroadermoting sustainable materials business goal (like achieving net- toannouncinggreenbuild- reliable evidence to support that statement at the time.zeroemissions). inginitiatives.Underthe Inbothcases,theburdenofnewrules,companiesmust proof is on the business makingbeverycarefulabouthow the claim. That means if a compa- they describe their products ny claims that a business practice or a product is carbon neutral orand operations. A few exam-biodegradable, there needs to beples of these claims and what reliable evidence to support thatcompanies must do to make statement at the time. these claims are below:In addition, the rules now al- egradableMa-Biodlowprivatepartiestoapplytoterials:Ifacompany theCompetitionTribunaltoadvertisesthatitsin-challengepotentiallymisleadingsulationorflooring claims. This is likely to lead to anisbiodegradable,it increaseincomplaintsandlegalmust be able to prove actions,especiallyinindustries likeconstructionwhereenvi- thisthroughproper ronmentalclaimsarebecomingscientifictesting.If morecommon. only some components Key Terms and Whyarebiodegradable,the claimmustclearlyre-TheyMatter flect that.Some key terms in these new Net-ZeroConstruc-provisions are not clearly definedtionTargets:Ifa in the law, which creates some un- company claims it will certainty for businesses. However,be net-zero by 2030, the Competition Bureau (the gov- itmustalreadyhave ernmentagencythatenforcesacredible,evidence-these rules) has provided interim guidanceonhowtheyinterpretbased plan in place in-the following: cluding data, emissions 1. AdequateandPropertracking and reduction Test: This means that anystrategiesbasedonin-environmental claim aboutternationallyaccept-a product must be support- edmethods.ed by testing that is relevantSustainable Sourcing: and appropriate for the spe-cificclaim.Inmanycases,Claimslikeethically thiscouldmeanscientificsourcedtimberor or technical evidence, sucheco-certified concrete as lab tests or environmen- mustbebackedby tal impact assessments. documentationfrom 2.Substantiation:Foren- reputablethird-partyPlastiSpan Insulation vironmentalclaimsaboutcertifiersorwidelyac-businesspractices,therecepted standards.mustbeproofthattheFailuretobackupsuch claim is accurate. This evi- claimscanbeconsidered dence must be prepared be-The right pricefore the claim is made andfalseormisleadingadvertis-ing, even if the company had The right schedulemust follow reliable, consis-tent methods. good intentions.The right customized tapered insulation3.InternationallyRecog- The bottom line for con-The right decisionnized Methodology: Thisstruction businesses in Can-refers to accepted methodsada: be cautious and credible orstandardsusedaroundwhen making environmental the world, not just in Can- claims. With green building ada. The Competition Bu- andsustainabilitybecoming reausaysthatrecognitioncentral to public and indus-by two or more countries, industry regulators or stan- try expectations, the pressureHelping Create Lasting Communities dards organizations may beis on to ensure that all envi- www.plastifab.comenough.However,theresronmental messaging is hon-still no clear legal definition,est,accurateandbackedby so caution is warranted. solid evidence.ORN THE ONLY SOURCE FOR PROFESSIONAL ICI ROOFING CONTRACTORS IN ONTARIO ONTARIO ROOFING NEWSISSUE 4 2025/2615'