Toronto-based luxury apparel company Canada Goose has seen its shares fall significantly last week after it quietly rolled back some of their claims from their promotional material regarding the ethical treatment of animals. Their stocks fell by 4.7 percent last Thursday and continued to fall 3 percent the following day. The New York Post reported on Aug. 1 that the company has been under investigation by the U.S. Federal Trade Commission (FTC) for over a year now.


PETA procured a video in 2017 of supposed Canada Goose employees roughly handling geese at a ranch, which gave way to the FTC's investigation of the luxury apparel company. In the video, workers can be seen stepping on the geese, shoving them into packed cages, and grabbing them by their necks. Some of the geese can be seen suffocating to death in the cramped cages. Canada Goose, however, denies that the people pictured in the video are part of the company's supply chain.

But following this incident, some of the claims of ethical practices were adjusted on Canada Goose's website, although the exact date that this happened is unclear. 

One of the changes, according to The New York Post, was that Canada Goose removed the promise they would "ensure" ethical sourcing of animal parts, subbing out the word with the assertion they had a "commitment" to ethical treatment.

PETA claimed victory when the company removed language that promised their coyote fur came from from overpopulated areas where they attack "pets and sometimes even people."

“Canada Goose has no right to claim transparency while concealing from customers that its standards are so lax that they would allow coyotes with lacerations and broken bones to languish in traps for days before trappers shoot them to death,” PETA Executive Vice President Tracy Reiman said in a press release. “PETA urges shoppers to look behind Canada Goose’s humane-washing and see the suffering in the stitches of its coats.”

A letter from the FTC dated June 17, 2019 acknowledged the change in the marketing materials alleviated concerns "that Canada Goose may have made false or misleading representations about the treatment of geese whose down is used in Canada Goose's apparel." 

Canada Goose, however, paints a different picture of the incident. “The changes to our website were not made at the behest of the FTC, and the FTC did not reach any conclusions regarding whether any prior statements were misleading,” Canada Goose said in a statement responding to the New York Post. They said the entire incident was just a "mischaracterization." 

People are not here for it, as you can see below. 

Correction: An earlier version of this article misrepresented the actions of Canada Goose. It has been updated with accurate information.

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