The forestry industry is spending big to hype its green cred. The truth is not that simple

By Marc Fawcett-Atkinson
National Observer
April 10, 2024
Category: Forestry
Region: Canada

For weeks, slick earthy green and pastel orange ads touting the climate benefits of Canada’s logging have flooded millions of Facebook and Instagram feeds. Posted by a group called “Forestry for the Future,” the ads click through to a slick website promoting the industry as a way to sequester carbon and reduce wildfire risk. The website suggests that “Canadian forestry is supporting a more sustainable future” from “zero-waste to net-zero,” language typically used by environmental organizations. But in fact, the site is one plank of a campaign by Canada’s largest forestry lobby group — the Forest Products Association of Canada (FPAC) — to fight growing concerns about its impact on climate change and wildfires. In the past week alone, the group has spent over $36,782 on Facebook and Instagram ads targeted at Canadians, according to the platforms’ parent company Meta. Since the campaign started in June 2019, the group has spent over $500,000 on ads on the platforms. [A National Observer subscription may be required for full access to this article]

Read More