Canada Goose accused of 'misleading' ads by animal rights group

A complaint filed with the Competition Bureau alleges Canada Goose makes "false and misleading" claims in the marketing of its popular winter jackets.

Animal Justice an animal rights group that filed the complaint on behalf of six individuals disputes the company's claims that its jackets use coyote fur that is ethical and that coyotes are killed humanely.

"Coyotes are trapped in cruel leg hold traps, kill traps and snares that cause severe suffering to coyotes," said Camille Labchuk, a lawyer with Animal Justice.

The complaint also disputes Canada Goose's claims that coyote fur around the jacket's hood is warmer than fake fur.

"There is no evidence to support this claim," Labchuk said.

"Synthetic materials are used by high functioning organizations in very cold environments like many militaries and explorers and there is no evidence that real coyote fur is warmer."

A spokeswoman for Canada Goose said the company is committed to the humane treatment of animals and only purchases coyote fur from certified trappers.

"Our company is built on honesty and authenticity so we have gone to great lengths to be as open as possible about why we use fur on our products, how it is sourced, and the government-regulated practices of the Canadian fur industry," Carrie Baker said in an email to The Canadian Press.

"Like many proud Canadians, we don't believe that the humane killing of animals for functional purpose is wrong."

Baker added Canada Goose is a "target for activist groups whose views will never align with ours."

The luxury parka maker, which started out in a small warehouse in Toronto more than 55 years ago, is known for its extreme weather outerwear that is sold in more than 50 countries.

The Competition Bureau confirmed Tuesday that it has received the complaint but refused to comment further.