In the middle of Black Friday, we were bombarded with advertisements urging us to consume more. Across all platforms, these ads competed against each other and, among them, automotive ads, especially those for gasoline vehicles and light trucks, a category that includes sport utility vehicles (SUVs) and commercial vehicles. pick-ups, were particularly visible …
It is important to remember that in Canada, the transportation sector represents 25% of greenhouse gas (GHG) emissions, and light trucks are one of the two main sources of increase in GHG emissions related to road transport in Canada: between 1990 and 2018, their emissions increased by 156%.
The observation is clear: we cannot claim to want to reduce GHG emissions from the transportation sector across the country if the advertising of gasoline vehicles, especially larger models, remains omnipresent.
These vehicles are everywhere, and their clientele continues to grow. In addition to their significant environmental footprint, the negative impacts of light trucks are direct and quantifiable, whether on road safety, public health, available space in urban areas, traffic, family finances or the economy. .
Through advertising, the auto industry is literally taking our wallets and our planet by storm. Obviously, we are having a hard time resisting this hype: more than 4 out of 5 new vehicles sold in Canada in 2020 are light trucks.
Indeed, the effect of advertising is not insignificant on purchasing behavior. A study by Équiterre aimed at understanding the rise of light trucks in Canada shows that nearly half of buyers of new vehicles say they are influenced by some form of media. This is not surprising since 79% of automobile advertisements in the Canadian press feature light trucks. In addition, the automotive industry alone accounted for 21% of total digital advertising investment in 2018 alone, ranking it number one in this ranking.
While Canada has made a commitment that 100% of new vehicles sold will be zero emissions by 2035, we should, logically, reduce the sale of gasoline vehicles at a rate of 10% per year between 2025 and 2035. This cannot be achieved without supervision of the advertising of the vehicles concerned.
The growing popularity of light trucks, just like their massive promotion, is incompatible with our government target of reducing GHG emissions by at least 40% by 2030. In this era of climate change, only concrete and collective actions count . It is clear that the “goodwill” of the auto industry is no longer enough. Our government must demand a minimum of consistency from one of the most polluting economic sectors in the country.
There are no regulations governing the advertising of gasoline vehicles from an environmental point of view when they are displayed off-road. In addition, fuel consumption and GHG emissions emitted by vehicles are not displayed. We must restrict the advertising practices of the automotive industry, taking inspiration from the regulations that have been put in place to limit the promotion of tobacco products and speed driving, for example.
In addition, as a Crown corporation, the Société Radio-Canada has a duty to set an example: the advertisements it broadcasts must promote messages compatible with the achievement of our climate and environmental objectives. We strongly encourage it to update its advertising policy.
We have launched a petition calling for a tightening of the federal regulatory framework for the advertising of gasoline vehicles and the heaviest and most gas-guzzling light trucks. It is high time to act to put an end to this advertising influence which is a brake on sustainable mobility and which slows down efforts to collectively fight against the climate crisis.