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- A. Gingras v. Proctor & Gamble Inc.
About this case
Filing year
2025
Status
Pending
Court/admin entity
Canada → Quebec → Quebec Superior Court
Case category
Suits against corporations, individuals → Corporations → Misleading advertising
Principal law
Canada → Quebec Consumer Protection Act
At issue
Whether corporate environmental marketing claims, such as “Protect-Grow-Restore” labelling, constitute misleading representations actionable under the Competition Act or provincial consumer protection law when products are allegedly sourced from unsustainable or deforesting practices.
Documents
Filing Date
Document
Type
Search results
Summary
The plaintiff alleges that Procter & Gamble’s “Keep Forests as Forests” campaign, including “Protect-Grow-Restore” messaging, misrepresents the environmental footprint of Charmin toilet paper. Despite marketing the product as environmentally friendly, the suit claims that the paper is produced using widespread deforestation practices. This action is part of a growing wave of Canadian private and class claims targeting greenwashing in consumer products following the 2024–2025 amendments to the Competition Act, which enabled private parties to challenge misleading environmental claims. The case is relevant to climate change as it contests corporate claims about forest protection, sustainability, and environmental responsibility.