{"id":13888,"date":"2025-09-25T13:41:58","date_gmt":"2025-09-25T10:41:58","guid":{"rendered":"https:\/\/cse-net.org\/?p=13888"},"modified":"2025-09-25T13:42:38","modified_gmt":"2025-09-25T10:42:38","slug":"why-canadas-ai-greenwashing-rules-matter-for-esg-pros","status":"publish","type":"post","link":"https:\/\/cse-net.org\/fr\/why-canadas-ai-greenwashing-rules-matter-for-esg-pros\/","title":{"rendered":"Pourquoi les r\u00e8gles canadiennes en mati\u00e8re d'IA et d'\u00e9coblanchiment sont-elles importantes pour les professionnels de l'ESG ?"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h4><strong>Nouvelles r\u00e8gles, nouvelles comp\u00e9tences<\/strong><\/h4>\n<p>Le Canada a serr\u00e9 la vis aux deux <strong>revendications environnementales<\/strong> et <strong>Conduite du march\u00e9 de l'IA<\/strong>. En <strong>Juin 2025<\/strong>le Bureau de la concurrence <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">lib\u00e9r\u00e9 <\/a>final <strong>lignes directrices pour les d\u00e9clarations environnementales<\/strong> expliquer les preuves dont vous avez besoin avant de commercialiser les avantages d'un produit ou d'une entreprise.<\/p>\n<p>En <strong>Janvier 2025<\/strong>Elle a \u00e9galement r\u00e9sum\u00e9 les risques li\u00e9s \u00e0 la concurrence de l'IA, notamment l'int\u00e9gration verticale, l'acc\u00e8s \u00e0 l'informatique et aux donn\u00e9es, et la tarification algorithmique. Il ne s'agit pas de mises \u00e0 jour abstraites : elles modifient la fa\u00e7on dont les \u00e9quipes canadiennes r\u00e9digent les demandes d'indemnisation, fixent les objectifs et d\u00e9ploient l'IA.<\/p>\n<p>Le CST <strong>Cours sur le d\u00e9veloppement durable et l'ESG au Canada - Cohorte 2<\/strong> a \u00e9t\u00e9 con\u00e7u pour ce moment. Il couvre la l\u00e9gislation, les normes de reporting, les pi\u00e8ges de l'\u00e9coblanchiment, le champ d'application 3, la cha\u00eene d'approvisionnement et la \"communication responsable\", avec des outils que vous pouvez utiliser imm\u00e9diatement.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>Avantages : Transformer la conformit\u00e9 en avantage<\/strong><\/h4>\n<ul>\n<li><strong>R\u00e9duire le risque juridique<\/strong> par <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">correspondance <\/a>chaque revendication \u00e0 la bonne preuve : test de <strong>performance du produit<\/strong> et <strong>une m\u00e9thodologie internationalement reconnue<\/strong> pour <strong>entreprise\/activit\u00e9<\/strong> les r\u00e9clamations.<\/li>\n<li><strong>Prot\u00e9ger la confiance et la qualit\u00e9 de la divulgation<\/strong> en tant qu'entreprises <a href=\"https:\/\/www.fasken.com\/en\/knowledge\/2025\/06\/canadas-competition-bureau-releases-final-guidelines-on-environmental-claims?utm_source=chatgpt.com\">recalibrer <\/a>dans le cadre du nouveau r\u00e9gime. Des m\u00e9thodes claires vous permettent d'\u00eatre transparent sans pour autant faire du \"greenhushing\". \u00a0<em>\u00a0Comme le souligne Barbara Zvan, pr\u00e9sidente-directrice g\u00e9n\u00e9rale de l'University Pension Plan Ontario, \"le projet de loi C-59 a eu des cons\u00e9quences inattendues : \"Le projet de loi C-59 a eu des cons\u00e9quences inattendues, incitant les organisations \u00e0 r\u00e9duire ou \u00e0 retirer les informations sur le climat \u00e0 un moment o\u00f9 il est essentiel de disposer de donn\u00e9es claires et comparables.\"<\/em><\/li>\n<li><strong>Utiliser l'IA en toute s\u00e9curit\u00e9<\/strong> par <a href=\"https:\/\/competition-bureau.canada.ca\/en\/how-we-foster-competition\/education-and-outreach\/consultation-artificial-intelligence-and-competition-what-we-heard?utm_source=chatgpt.com\">compr\u00e9hension <\/a>les domaines dans lesquels des probl\u00e8mes de concurrence peuvent se poser (prix, exclusivit\u00e9s, contr\u00f4le des intrants) et la documentation des mesures de sauvegarde.<\/li>\n<li><strong>Valoriser sa carri\u00e8re<\/strong> avec <a href=\"https:\/\/cse-net.org\/fr\/trainings\/canada-sustainability-esg-course-cohort2-2\/\">Formation sp\u00e9cifique au Canada<\/a> sur la GRI, la SASB, la TCFD, l'ISSB\/ESRS, la planification nette z\u00e9ro et l'assurance externe.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><strong>\u00c9tapes et outils pratiques (votre plan de 30 jours)<\/strong><\/h4>\n<ol>\n<li><strong>R\u00e9clamations d'inventaires.<\/strong> Marquer chaque d\u00e9claration environnementale comme <strong>produit<\/strong> ou <strong>entreprise<\/strong>. <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">Carte <\/a>les preuves requises et leur propri\u00e9taire.<\/li>\n<li><a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\"><strong>Cr\u00e9er <\/strong><\/a><strong>\"dossiers de demande d'indemnisation\".<\/strong> Pour les produits, joindre <strong>des tests ad\u00e9quats et appropri\u00e9s<\/strong> fait <strong>avant<\/strong> l'\u00e9dition. Pour les demandes d'indemnisation des entreprises, joindre le <strong>m\u00e9thodologie<\/strong>Le cas \u00e9ch\u00e9ant, il est n\u00e9cessaire de proc\u00e9der \u00e0 des v\u00e9rifications par des tiers.<\/li>\n<li><a href=\"https:\/\/mcmillan.ca\/insights\/environmental-claims-and-the-competition-act-competition-bureau-releases-final-greenwashing-enforcement-guidelines\/\"><strong>Harden <\/strong><\/a><strong>les d\u00e9clarations prospectives.<\/strong> Objectifs \"z\u00e9ro net\" et 2030 <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">doit avoir<\/a> un plan concret et v\u00e9rifiable avec des \u00e9tapes interm\u00e9diaires et des mesures d\u00e9j\u00e0 en cours.<\/li>\n<li><a href=\"https:\/\/cse-net.org\/fr\/trainings\/canada-sustainability-esg-course-cohort2-2\/\"><strong>Aligner <\/strong><\/a><strong>normes.<\/strong> Utiliser la GRI pour la structure du rapport ; int\u00e9grer les mesures SASB\/ISSB\/ESRS si n\u00e9cessaire ; documenter les limites du champ d'application 3 et les sources de donn\u00e9es. Les modules du CST vous guident dans cette d\u00e9marche \u00e0 l'aide d'exercices.<\/li>\n<li><a href=\"https:\/\/competition-bureau.canada.ca\/en\/how-we-foster-competition\/education-and-outreach\/consultation-artificial-intelligence-and-competition-what-we-heard?utm_source=chatgpt.com\"><strong>Audit <\/strong><\/a><strong>Utilisation de l'IA.<\/strong> Consigner les cas o\u00f9 les algorithmes influencent la tarification, le marketing ou le classement. \u00c9valuer les risques de collusion et de verrouillage vertical ; documenter les contr\u00f4les et la surveillance.<\/li>\n<li><a href=\"https:\/\/cse-net.org\/fr\/trainings\/canada-sustainability-esg-course-cohort2-2\/\"><strong>Train <\/strong><\/a><strong>votre \u00e9quipe.<\/strong> La suite C, les finances, la communication, la cha\u00eene d'approvisionnement et les relations publiques sont autant de domaines o\u00f9 les demandes d'indemnisation sont prises en compte. La deuxi\u00e8me cohorte comprend un format d'\u00e9dition de leadership con\u00e7u pour les cadres et les d\u00e9cideurs.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h4><strong>Les erreurs courantes \u00e0 \u00e9viter<\/strong><\/h4>\n<ul>\n<li><strong>Affirmations vagues<\/strong> comme \"respectueux de l'environnement\" sans champ d'application, sans limites et sans m\u00e9thode. <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">\u00c9crire en toutes lettres<\/a> ce qui est mesur\u00e9, o\u00f9 et comment.<\/li>\n<li><strong>Copie des tests des concurrents.<\/strong> Des preuves provenant de \"produits similaires\" ne sont pas des tests. Effectuer des tests <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">appropri\u00e9 <\/a>\u00e0 la <strong>impression g\u00e9n\u00e9rale<\/strong> que votre annonce cr\u00e9e.<\/li>\n<li><strong>Utiliser les diapositives des investisseurs comme des publicit\u00e9s.<\/strong> Les informations de type \"valeurs mobili\u00e8res\" r\u00e9utilis\u00e9es dans le cadre d'op\u00e9rations de marketing peuvent toujours \u00eatre utilis\u00e9es pour la publicit\u00e9. <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">d\u00e9clencher <\/a>les r\u00e8gles relatives \u00e0 la commercialisation trompeuse.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h4><strong>Pourquoi le programme canadien du CST est-il adapt\u00e9 \u00e0 la situation actuelle ?<\/strong><\/h4>\n<p>Le CST <a href=\"https:\/\/cse-net.org\/fr\/trainings\/canada-sustainability-esg-course-cohort2-2\/\"><strong>L'\u00e9dition du leadership<\/strong><\/a><strong> du programme des praticiens certifi\u00e9s en mati\u00e8re de d\u00e9veloppement durable (ESG)<\/strong> aborde les points de pression auxquels les \u00e9quipes canadiennes sont confront\u00e9es :<\/p>\n<ul>\n<li><strong>Module 2 : L\u00e9gislation mondiale et locale en mati\u00e8re de durabilit\u00e9 et de GES<\/strong>-relie les r\u00e8gles canadiennes aux r\u00e9gimes mondiaux.<\/li>\n<li><strong>Module 4 : Rapports (GRI + autres lignes directrices)<\/strong>-mat\u00e9rialit\u00e9\/double mat\u00e9rialit\u00e9, assurance et communication.<\/li>\n<li><strong>Module 5 : Communication responsable et comment \u00e9viter l'\u00e9coblanchiment (green\/blue-washing)<\/strong>-op\u00e9rationnalise les orientations du Bureau.<\/li>\n<li><strong>Modules avanc\u00e9s :<\/strong> Net Zero, Scope 3, durabilit\u00e9 de la cha\u00eene d'approvisionnement, l\u00e9gislation \u00e0 venir - plus des br\u00e8ves sectorielles et une sp\u00e9cialisation optionnelle.<br \/>\nLe public comprend les directeurs ESG, les directeurs financiers, les responsables des communications, des ressources humaines, des relations publiques et de la finance, des achats et de la cha\u00eene d'approvisionnement, ainsi que les membres de la direction. Des \u00e9tudes de cas, des exercices et des mod\u00e8les \u00e0 emporter sont pr\u00e9vus.<\/li>\n<\/ul>\n<p>Prot\u00e9ger la confiance et maintenir la qualit\u00e9 de l'information est devenu un d\u00e9fi pressant, car les entreprises recalibrent leurs affirmations dans le cadre du nouveau r\u00e9gime r\u00e9glementaire du Canada. Des m\u00e9thodes d'information claires et transparentes sont plus importantes que jamais, car elles garantissent la cr\u00e9dibilit\u00e9 sans tomber dans le pi\u00e8ge de l'\u00e9coblanchiment. Comme le dit Barbara Zvan, pr\u00e9sidente-directrice g\u00e9n\u00e9rale de l'University Pension Plan Ontario, <a href=\"https:\/\/www.responsible-investor.com\/unintended-consequences-canadian-investors-and-stakeholders-call-for-changes-to-greenwashing-law\/\">mises en garde<\/a>: <em>\"Le projet de loi C-59 a eu des cons\u00e9quences inattendues, incitant les organisations \u00e0 r\u00e9duire ou \u00e0 retirer les informations sur le climat \u00e0 un moment o\u00f9 il est essentiel de disposer de donn\u00e9es claires et comparables.<\/em><\/p>\n<p>Pour plus d'informations sur l'environnement r\u00e9glementaire, voir le rapport du Bureau de l'Union europ\u00e9enne sur l'environnement r\u00e9glementaire. <strong>Juin 2025<\/strong> Nouvelles sur les plaintes en mati\u00e8re d'environnement <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">lib\u00e9ration <\/a>et les analyses juridiques ; ils renforcent la raison pour laquelle une justification rigoureuse et un langage clair sont essentiels.<\/p>\n<p>&nbsp;<\/p>\n<h4><strong>FAQ<\/strong><\/h4>\n<p><strong>Qu'est-ce que la ligne directrice sur les \"all\u00e9gations environnementales\" en termes simples ?<\/strong><br \/>\nC'est le Bureau <a href=\"https:\/\/www.canada.ca\/en\/competition-bureau\/news\/2025\/06\/competition-bureau-issues-final-guidelines-regarding-environmental-claims.html?utm_source=chatgpt.com\">cahier de jeu <\/a>(juin 2025) pour l'application de la l\u00e9gislation sur le marketing trompeur en mati\u00e8re d'all\u00e9gations environnementales : <strong>tester les all\u00e9gations sur les produits<\/strong>et <strong>justifier les affirmations des entreprises par des m\u00e9thodes internationalement reconnues<\/strong>-avant de commercialiser.<\/p>\n<p><strong>Quelle est l'incidence des r\u00e9sultats de l'IA sur le marketing et la tarification ?<\/strong><br \/>\nLe Bureau surveille <a href=\"https:\/\/competition-bureau.canada.ca\/en\/how-we-foster-competition\/education-and-outreach\/consultation-artificial-intelligence-and-competition-what-we-heard?utm_source=chatgpt.com\">entr\u00e9es <\/a>(calcul, donn\u00e9es), les int\u00e9grations verticales et les prix algorithmiques qui pourraient permettre une collusion tacite ou des barri\u00e8res \u00e0 l'entr\u00e9e. Des garde-fous et des examens des documents.<\/p>\n<p><strong>Que vais-je apprendre dans le cadre du programme canadien du CST ?<\/strong><br \/>\nL\u00e9gislation et normes, mat\u00e9rialit\u00e9 et rapports, champ d'application 3 et cha\u00eene d'approvisionnement, <strong>des communications responsables pour \u00e9viter l'\u00e9coblanchiment<\/strong>et la strat\u00e9gie au niveau de l'ex\u00e9cutif - avec des outils et des exercices.<\/p>\n<p><strong>\u00a0<\/strong>Obtenez une formation, des cadres et des mod\u00e8les propres au Canada pour <strong>prouver<\/strong> vos revendications et <strong>r\u00e9gir<\/strong> l'utilisation de l'IA, sans ralentir la croissance. <a href=\"https:\/\/www.eventbrite.com\/e\/certified-sustainability-esgpractitioner-program-leadership-edition-2025-tickets-1326398015169?aff=oddtdtcreator&amp;_gl=1*6xfr9i*_gcl_au*MTc5MjQ4MjkwNy4xNzUxOTcyMzYw*_ga*ODMwNjQ0MjI0LjE3MTQ3MzY1OTI.*_ga_ZQVN22WE09*czE3NTg3MjM4NDQkbzExNjMkZzAkdDE3NTg3MjM4NDQkajYwJGwwJGgxNzA1NTAxMDE1\">Registre <\/a>ou contactez-nous \u00e0 l'adresse suivante <a href=\"mailto:info@cse-net.org\">info@cse-net.org<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>\u00a0<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; New rules, new skills Canada has tightened the screws on both environmental claims and AI market conduct. In June 2025, the Competition Bureau released final environmental-claims guidelines explaining what evidence you need before you market product or business benefits. In January 2025, it also summarized AI competition risks, including vertical integration, access to compute\/data, [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":13891,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[28,33,34,35,1283,1286,1414,1574,1587,1594,1843,1844],"tags":[221,580,678,1045,1167,1269,1967,2326,2327,2328,2329],"class_list":["post-13888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","category-corporate-sustainability","category-sustainability","category-sustainability-training","category-sustainability-reporting-services","category-strategies-with-an-impact","category-esg-reporting","category-north-america","category-canada","category-esg-investment","category-green-skils","category-green-skills","tag-sustainability-training","tag-esg-reporting","tag-responsible-communication","tag-corporate-sustainability-leadership","tag-scope-3-emissions","tag-c-suite-esg-training","tag-canada-esg","tag-greenwashing-rules","tag-ai-compliance","tag-cse-courses","tag-canada-certified-sustainability-esg-practitioner-program"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Canada\u2019s AI &amp; Greenwashing Rules Matter for ESG Pros<\/title>\n<meta name=\"description\" content=\"Canada\u2019s new rules on environmental claims and AI reshape ESG practices. 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