True North

The Alberta government is launching a nationwide advertising campaign to warn Canadians about the consequences of a federal cap on the oil and gas sector. 

This isn’t the first time Alberta has spent money on an advertising drive to counter Liberal government policies harmful to the province’s interests.

Alberta Premier Danielle Smith and various ministers announced the campaign at a press conference on Tuesday. 

Smith said that $7 million would be spent on the ad campaign which includes TV, online, video, print, and social media. The ads won’t only reach Alberta but will also be aired in B.C., Ontario, New Brunswick, and Nova Scotia until the end of November.

Alberta’s strategy cites three previous reports in its press release highlighting the economic damage the proposed cap would inflict on the Canadian economy.

The Conference Board of Canada’s report estimated that the cap would reduce Canada’s GDP by up to $1 trillion between 2030 and 2040 and lead to the loss of 151,000 jobs by 2030. 

An S&P study showed that if implemented the cap would cut production by two million barrels of oil daily, resulting in a projected 51,000 lost jobs and $247 billion in lost GDP by 2035. 

Similarly, a Deloitte Canada report indicated that the emissions cap would cause Alberta’s GDP to fall by 4.5% by 2040, while the rest of the country would see a 0.4% decline. 

The reports prompted Alberta to send a 24-page response to the federal government’s draft Regulatory Framework to Cap Oil and Gas Sector Greenhouse Gas Emissions.

Smith said that while the Liberals say they’re cutting emissions, their true intention is to cut production and, as a consequence, decimate jobs and revenues countrywide.

She added that Alberta’s oil and gas industry provides tens of thousands of jobs and billions of dollars in federal revenues to fund critical programs, services, and infrastructure.

“All of this will be jeopardized if this ideological, irresponsible, and frankly terrible policy moves forward,” said Smith. 

Alberta’s Environment Minister Rebecca Schulz said that the province is already leading the country in terms of emissions reduction. Emissions intensity per barrel has fallen by 23%, which Schulz said can be doubled within the next few years. Additionally, she said that the methane emissions reduction target of 45% was hit three years ahead of schedule.

“Left-wing politicians and activists refused to listen to the very real concerns raised by provinces, businesses, and Canadians time and time again,” said Schulz. “We will not let our country’s economic future be guided by an out-of-touch Liberal government whose expiry date is long past due,” she said.

Schulz added that Alberta is progressing with emissions reduction as fast as technology and infrastructure allow.

“The federal government knows this,” she said. “Just like Steven Guilbeault knows that capping our production does not lower global emissions. It simply increases how much coal and other higher polluting energy is consumed from less clean jurisdictions around the world.” 

Ironically, she said the Liberals have missed every emissions target they’ve set in the last nine years. 

Smith and Schulz confirmed that this new ad campaign is a follow-up to the initial “Tell the Feds” campaign, which warned Canadians about the Liberals’ clean electricity regulations.

Following the campaign, the Canada Electricity Advisory Council released a final report, concluding that the Liberals’ 2035 net-zero grid goal was “unrealistic and unattainable.” 

Alberta hopes that the new effort will drive opposition to and awareness about the Liberals’ emissions cap. 

Smith warned that the Liberals are dangerous right now because the last few months of a government’s life is when they’re most volatile if they don’t see a path to re-election. She added that COP29 is coming up in Baku, where she expects devastating unilateral announcements, like this very announcement that came from COP28.

After the latter, Smith called Environment Minister Steven Guilbeault a “national embarrassment.”

“The fact of the matter is, they don’t have the ability to determine how we manage our resources. It is under the Constitution. It is our responsibility to determine the pace of our production,” said Smith.“So that’s the reason why we would do it now. I think that there’s a real danger that we’re going to see some ridiculous policies announced in Baku in the coming weeks.”

Alberta’s Energy Minister Brian Jean said that with the province’s feats in reducing emissions, there was no reason to impose a cap that negatively affects the entire country. If the federal government proceeds, Jean said Alberta would take them to court.

“They’ve had two defeats, and this is certainly going to be a third,” said Jean.