Lawyers File Complaint Over West Bank Real Estate Marketing

The Global Echo Litigation Center and the Canadian Lawyers for International Human Rights have filed a complaint with the Competition Bureau alleging that four Israeli real estate companies and one Canadian marketing firm misled consumers. The complaint claims these firms marketed properties in occupied Palestinian territories in the West Bank as being located within Israel during events in Toronto and Montreal between 2024 and 2026.

Evidence submitted to the bureau includes promotional materials from the Great Israeli Real Estate Event and the Israel Real Estate Briefing. These materials allegedly used taglines such as "dream home in Israel" and "own a piece of Jerusalem" to sell condos in settlements including Ma’ale Adumim, Adam, and Givat HaMatos. The legal challenge utilizes the "general impression" test under the Competition Act, arguing that omitting the true location of the properties constitutes false advertising.

James Yap, president of the Canadian Lawyers for International Human Rights, warned that purchasing such properties could lead to legal consequences under international law, including complicity in war crimes. He characterized the filing as an opportunity for the Canadian government to take action and uphold international law. The action follows an August directive from the Canadian government advising businesses to avoid collaboration with Israeli settlements to mitigate legal and financial risks.

The Competition Bureau is currently reviewing the complaint to determine if a formal investigation is warranted. Emily Schaeffer Omer-Man, founder of the Global Echo Litigation Center, stated the complaint could encourage other countries to crack down on similar sales.