The Integrity First program is about “sharing best practices and applying advanced technology throughout the industry." It's not just another public relations effort, Canadian Energy Pipeline Association, [CEPA] President and CEO Brenda Kenny says. But Wilderness Committee campaigner Ben West calls the oil lobbying organization's effort "laughable."

“It's just insulting to the intelligence of the Canadian people. I hope they didn't spend too much money on this because I think they’re launching an effort that will just fall flat on its face," West told the The Vancouver Observer.

“There’s just nothing of substance in there. Even the framing of it, 'Integrity First', what does that even mean? I would question the integrity of what they’re saying.”

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