I'll start and then may turn to my colleagues for supplemental responses.
The entry point for the Competition Act is on the substantial lessening of competition or price competition in the marketplace, and the deceptive marketing provisions of the Competition Act rest in that assurance that what a consumer is experiencing in the marketplace is not unduly uncompetitive or potentially provides false information about a given transaction. Hence, there is hardwiring around a product being the transaction that a consumer is potentially undertaking.
If the product claim that's being made by the organization extends to the point in which there might be deception of the consumer to the point where it might actually sway their overall choice in the actual transaction, then, potentially, there's an understanding that that could feed within the conceptions of deceptive marketing when an environmental claim is made. However, broad environmental claims that are not specific to the actual transaction—which is the heart of the constitutional underpinning of the act itself and the enforcement powers of the bureau—would not necessarily be subject to that because that's not the hardwiring of the act. The act is about that transaction and the potential for deception for a consumer in that transaction.