Alberta municipalities push for stronger oversight of door-to-door solar sales

Growing concerns over aggressive solar sales tactics have prompted the City of St. Albert to seek stronger provincial regulation of door-to-door solar marketing in Alberta.

At issue is a long-standing exemption that allows solar companies to continue door-to-door sales, despite Alberta’s 2017 ban on direct sales of most home energy products. While homeowners can finance solar installations through municipal Clean Energy Improvement Programs (CEIP), critics argue the current rules create opportunities for high-pressure sales practices and consumer confusion.

The concern has gained attention as Alberta’s residential solar market continues to expand. Industry participants say some homeowners are being persuaded to sign contracts without fully understanding pricing, financing terms, or available alternatives.

Jordan Kruhlak, founder of Glean Solar Broker, says the complexity of solar purchasing makes consumers particularly vulnerable to aggressive sales tactics.

Door-to-door is a canvassing technique that is generally used for sales, marketing, advertising, evangelism or campaigning, in which the person or persons walk from the door of one house to the door of another, trying to sell or advertise a product or service to the general public or gather information.

“Solar is a major investment, and homeowners should compare multiple quotes before making a decision,” he said. According to Kruhlak, systems sold through door-to-door channels can sometimes cost significantly more than comparable offerings obtained through independent competitive bidding.

Industry advocates warn that misleading sales practices risk damaging public trust in an industry that has otherwise experienced strong growth across the province.

Solar Alberta, a non-profit organization promoting renewable energy adoption, requires member companies to follow a code of conduct that includes a 24-hour cooling-off period for door-to-door sales. The organization supports stronger consumer protections while maintaining that responsible outreach remains important for growing solar adoption.

The issue is expected to be raised at the upcoming Alberta Municipalities Convention, where St. Albert will introduce a resolution calling for enhanced regulatory oversight. The proposal has already received support from several Alberta communities, including Jasper, Westlock, and Rocky Mountain House.

Meanwhile, Alberta’s Minister of Service Alberta and Red Tape Reduction, Dale Nally, says the province is reviewing rules governing direct sales and prepaid contracting, including those related to solar installations. He urged consumers to be cautious of high-pressure sales tactics, obtain multiple quotes, and ensure all commitments are documented in writing before signing agreements.

Consumer advocates recommend homeowners take time to research contractors, compare proposals, carefully review financing arrangements, and verify company credentials before committing to a solar project.

Despite concerns over sales practices, Alberta’s solar market continues to grow rapidly.

Nearly 45,000 Albertans have installed solar systems on their homes or businesses, with most reporting positive financial returns and satisfaction with their investment.