Uber Canada looks to ‘correct the record’ as Toronto mulls reinstating rideshare licence cap

A month after Toronto hit the brakes on a controversial rideshare licence cap, Uber Canada is trying to “bust some myths” concerning the platform and its providers earlier than the difficulty returns to council in March.

In a brand new advert marketing campaign launching Monday, Uber Canada lays out quite a few so-called misconceptions concerning the model, together with information about what number of drivers are on Toronto roads at any given time, its efforts to struggle local weather change, and the way a lot drivers truly make.

“We saw a lot of misunderstanding in the fall from city council in the conversations that they were having…We would like to take the opportunity to correct the record and share the facts about how we help support and connect riders, drivers and communities,” Uber Canada spokesperson Keerthana Rang advised CTV News Toronto in an interview.

Rang mentioned the adverts will likely be operating on social media, at Toronto Bike Share stations, in print, and on TV.

On Dec. 14, Toronto council reversed a choice made in October that briefly capped the variety of rideshare licences at 52,000. The preliminary transfer was aimed toward lowering air pollution and congestion within the core, however triggered a lawsuit by Uber.

The rideshare big argued in an injunction software with the Ontario Superior Court of Justice that the cap was unlawful as a result of it failed to supply discover to the general public, drivers, and different stakeholders opposite to its personal procedural bylaws.

Ads from Uber Canada’s “mythbusting” advert marketing campaign are seen right here. (Uber Canada)

As effectively, Uber mentioned that limiting the variety of accessible licences unlawfully discriminated between potential and current drivers. The paperwork additionally allege council and the mayor acted in unhealthy religion by concealing plans to introduce the movement after which disguising it as an modification.

The metropolis’s prime lawyer warned council on the time that it may lose the authorized struggle on account of “issues” with how the freeze was enacted and that rescinding the cap would “render Uber’s application moot.”

“Any cap implemented after receiving information from City staff and comments from stakeholders would be more defensible,” a confidential briefing observe written by the City Solicitor and obtained by CTV News Toronto reads.

In her movement to rescind the cap, Mayor Olivia Chow additionally directed the town supervisor to report again to the manager committee, after which council in March, with new choices on limiting licences and together with suggestions from the general public and stakeholders within the business.

“As directed by Council, City staff are currently working on a report to Executive Committee in February 2024 with options to limit the number of vehicle-for-hire and private transportation company driver licences, including advice on whether it is appropriate to exempt zero emission vehicles,” the town mentioned in a press release to CTV News Toronto.

Uber dropped the injunction in opposition to the town following the Dec. 14 council vote.

While the licence cap reversal was welcome news for Uber drivers and clients throughout the town, Rang mentioned it’s solely a “short-term fix.”

“The mayor did signal her intention to bring back a permanent rideshare cap. We’ll see what happens in the next couple of months. But for us, this is an opportunity with this campaign to bust some myths to show our mission and how rideshare is driving positive change in the city of Toronto,” she mentioned.

With recordsdata from Natalie Johnson and Bryann Aguilar