$7M Alberta advertising campaign against oil and gas emissions cap rolling out in 5 provinces

The Alberta government is launching a $7-million advertising campaign in Alberta, British Columbia, Ontario, New Brunswick and Nova Scotia in what it says is an effort to throw cold water on the federal government's plan to implement an emissions cap on the oil and gas sector.

The campaign, which the province has titled "Scrap the Cap," will involve television, online video, print and social media ads, Alberta Premier Danielle Smith told reporters on Tuesday. It closely mirrors the design of a previous $8-million campaign the province rolled out in October 2023, opposing federal clean electricity rules.

"We're telling the federal government to forget this reckless and extreme idea and get behind Alberta's leadership by investing in real solutions that cut emissions and do not cut Canada's prosperity," Smith said.

In December 2023, the federal government announced plans to implement an emissions cap on the oil and gas sector, which is the biggest source of greenhouse gases in the country. Scientists say climate change is caused by an increase in greenhouse gases in the Earth's atmosphere. 

The proposed regulatory framework, as initially outlined in December, would require industry to cut greenhouse gas emissions by 35 to 38 per cent from 2019 levels by 2030, or to purchase offset credits or contribute to a decarbonization fund, which would lower that cut to 20 to 23 per cent of 2019 levels.  

In the months that have passed since the regulatory framework was introduced, oil-producing provinces Alberta and Saskatchewan have been vocal in their displeasure with the plan. The Alberta government argues that emissions should be reduced with incentives and technologies, and that Ottawa's plan infringes on the province's exclusive jurisdiction over its resources. 

The federal government and environmental groups, on the other hand, have suggested the cap is a critical part of meeting Canada's climate goals.

Groups like the clean energy think-tank Pembina Institute argue that despite recent record-breaking profits, there's "very little evidence" that companies have allocated sufficient capital to projects that would reduce emissions, making an emissions cap a necessary backstop to industry promises.

Publication of the final regulations is targeted for 2025, with the phasing in of the regulations pencilled in between 2026 and 2030. Canada law dictates the next federal election must happen by October 2025, but parties could push for it to happen sooner. 

Asked by a reporter on Tuesday why the province would kick off this campaign now, given the possibility of a change in government at the federal level, Smith said the Liberals could "pass all kinds of policy" should they not see a pathway to re-election.

"Knowing that it would be complicated and take some time to undo it, and send a chill in the investment community. COP 29 in Baku is taking place within the next month, and that's when we have to be the most worried that the federal government is going to be preening on the international stage," Smith said.

The province's campaign also says the federal regulations expected later this year would make groceries, gas and all of life's necessities even more expensive.

University of Calgary economist Trevor Tombe said the emissions cap is bad policy but noted the argument it would drive up gas, and therefore grocery prices, is a weak one.

Tombe said gasoline prices would not go up as a result of the cap because they are largely determined by taxes, retail markups and margins, and global oil prices.