Swimming against the tide

TORONTO – Canada Goose has denied claims that it altered the language on its website regarding ethical sourcing in response to an investigation by the Federal Trade Commission’s Division of Advertising Practices. The FTC conducted an investigation into the advertising practices of the business in June for possible violations of Section 5 of the FTA Act which requires that advertising claims be truthful and non-misleading. The FTC had expressed concern that Canada Goose may have made false or misleading representations about the treatment of geese whose down is used in Canada Goose’s apparel. The company’s stock fell more than four per cent in value following the reports that it was shifting its stance from one that said its standards “ensure” suppliers don’t mistreat animals to one that says it has a “commitment” to ethical sourcing. “The changes to our website were not made at the behest of the FTC, and the FTC did not reach any conclusions regarding whether any prior statements were misleading,” the company said in a statement in response to the claims.

The New York Post claimed Canada Goose, which uses goose down as insulation and coyote fur as trims on its outerwear, quietly altered the language on its website from saying its standards “ensure” suppliers don’t mistreat animals to saying it has a “commitment” to ethical sourcing. The Post also claimed Canada Goose took down statements that it only uses coyotes from overpopulated areas where they’re considered “pests,” and that it removed a video about down traceability.

“Our website reiterates our commitment to the ethical sourcing and responsible use of all animal materials. Any inference to the contrary is false,” claimed the company.

Canada Goose has long since been a target for animal rights activist, with its first Montreal store opening to protests from animal rights activists, a common occurrence previously seen at Canada Goose store openings across the country. 

In a statement, Peta said: “Canada Goose is trying to pull the polyester over shoppers’ eyes. After the Federal Trade Commission (FTC) conducted an investigation into Canada Goose’s advertising practices, the company altered its language (that pertained to “ethical” sourcing)—but other than a few words, not much has changed, as coyotes and geese are still being killed for the brand’s garments.

“Canada Goose has no right to claim transparency while concealing from customers that its standards are so lax that they would allow coyotes with lacerations and broken bones to languish in traps for days before trappers shoot them to death.  

“PETA urges shoppers to look behind Canada Goose’s humane-washing and see the suffering in the stitches of its coats.”