Behind-the-scenes of The Missive #11

Blood pressure rising, learning about 'greenhushing," and who is really behind that (s)crappy ad campaign?

My Scottish/Irish ancestors arrived on the east coast of so-called “Canada” in the late 1700’s or early 1800’s and were part of several waves of genocidal colonization of the Indigenous people who were already here. We arrived uninvited on the traditional unceded territory of the Wəlastəkewiyik (Maliseet) whose ancestors along with the Mi’Kmaq / Mi’kmaw and Passamaquoddy / Peskotomuhkati Tribes / Nations signed Peace and Friendship Treaties with the British Crown in the 1700s. I like to start every new post by explaining my family’s history and keeping this foremost in my mind (and my writing) at all times. I know I have benefited as a result of colonization, and I find the history deeply troubling. It is what motivates me to understand the true history and advocate for real reconciliation. As a child in the 1970’s, I moved west with my family and am grateful to be writing this newsletter now in Moh’kinsstis, and the traditional Treaty 7 territory of the Blackfoot confederacy: Siksika, Kainai, Piikani, as well as the Îyâxe Nakoda and Tsuut’ina nations. This territory is also home to the Métis Nation of Alberta, Region 3 within the historical Northwest Métis homeland. I recognize that the land I now work and live on was stolen from these nations (truth) and I support giving the land back as an act of reconciliation. Lands inhabited by Indigenous Peoples contain 80% of the world’s remaining biodiversity. Indigenous Peoples’ traditional knowledge and knowledge systems are key to designing a sustainable future for all.

Thoughts following my new article in The Energy Mix:

When the Alberta government rolled out its latest advertising campaign attacking the federal emissions cap, a popular narrative was that Danielle Smith and the United Conservative Party were launching the multi-million dollar campaign for political reasons.

Global News reported that Alberta NDP Leader Naheed Nenshi said that Smith is “spending taxpayer dollars to try and influence the next federal election instead of actually solving the problem.”

Smith admitted the timing of the campaign’s launch was political. CBC reported Smith said the Liberals could "pass all kinds of policy" should they not see a pathway to re-election.

“COP29 in Baku is taking place within the next month, and that's when we have to be the most worried that the federal government is going to be preening on the international stage," she said.

CityNews reported Environment Minister Steven Guilbeault and Energy and Natural Resources Minister Jonathan Wilkinson accused Smith of “trying to appeal to her base ahead of her leadership review.”

Rob Breakenridge wondered in an opinion piece for the Calgary Herald whether the objective of the campaign is “to simply demonstrate to a certain political audience this government’s willingness to stand up to Ottawa.” He went on the critique the effectiveness of the campaign assuming it wasn’t political though.

Max Fawcett wrote a comprehensive debunking of the campaign in the National Observer and concluded “The lying and gaslighting might keep the UCP membership in line before November’s crucial leadership vote, but there are other players in this game who won’t be so easily conned.”

Natasha Bulowski’s article in the same publication ran under the headline of “What’s really behind Alberta’s ‘scrap the cap” ads?” and concluded “the ad campaign is one of Smith’s latest attempts to shore up support among UCP members before they vote on her leadership performance at the UCP’s annual general meeting in Red Deer next month.”

This narrative was backed up by comments from several political scientists, and followed up by commentary on social media, mostly echoing a similar message.

But what if the political angle is not the only reason for the taxpayer-funded campaign? I’m not saying the leadership review or the federal election aren’t factors, but in all of the commentary, what gets downplayed or even lost is the involvement of the fossil fuel industry in the new campaign.

That involvement was the question in my mind when I undertook to talk to some legal experts about the new greenwashing rules, which seem to be insufficient in dealing with a misleading campaign intended to advance the business interests of the oil and gas industry.

Here’s an excerpt and link to the story:

Alberta Ad Campaign Dodges Federal Greenwashing Rules While Carrying Fossil Industry Message

Alberta’s $7-million advertising campaign against federal limits on greenhouse gas emissions is boosting claims by the oil and gas industry that could be considered greenwashing, but legal experts say it’s unlikely governments can be held accountable under the same legislation.

The ads, placed prominently on the covers of major daily newspapers in four Canadian provinces in mid-October, directed people to an Alberta government website, ScrapTheCap.ca. The site argues against a proposed national emissions cap, repeating the claim that it is actually an oil and gas production cap.

Another part of the website questions the need for emissions limits with a statement by Tristan Goodman, CEO of the Explorers and Producers Association of Canada (EPAC), that oil and gas producers are already achieving “significant emissions reductions, as shown in the federal government’s own data.”

That statement doesn’t match Government of Canada data reporting that the oil and gas sector’s greenhouse gas (GHG) emissions increased 83% between 1990 and 2022. In 2022, oil and gas was Canada’s largest source of GHG emissions, accounting for 31% of the total.

Read the full article on The Energy Mix website.