Maple washing is the practice of using Canadian symbols, such as the maple leaf or the national flag, to deceptively suggest a product is Canadian made when it is actually imported. This marketing tactic capitalizes on "Buy Canadian" sentiments by placing patriotic branding on packaging or store shelves for products from other countries.

It’s using phrases like "Designed in Canada" or "Prepared in Canada" on the front of packaging while the fine print on the back reveals it is a "Product of XYZ"

What are some of the ways that Canadian consumers are impacted by false or misleading Canadian-origin claims?

• Deceptive purchasing decisions: Consumers pay for perceived Canadian origin or local support but get an imported product, undermining informed choice.

• Overpaying / price premium: Products marketed as Canadian often command higher prices; consumers may pay more for goods that aren’t genuinely Canadian.

• Misplaced trust in quality/safety standards: Buyers may assume the product meets Canadian safety, health, or production standards when it does not.

• Misleading ethical or sustainability decisions: Consumers aiming to support local jobs, smaller manufacturers, or lower‑emission supply chains make choices based on false provenance.

“To be Canadian (…) is to be grounded, real, and committed to values that extend beyond the marketplace. That is the standard against which companies will be judged, and it is the only way the buy-Canadian sentiment will endure.”

Dr. Sylvain Charlebois - Canadian professor and researcher.