Uber resorts to using “Tobacco tactics”

Goldberg quotes Uber’s talking points, gets no pushback from CBC

Uber is employing Tobacco industry tactics as part of its fight against Halifax’ move to raise background checks for Uber drivers to the same standard as Taxi drivers.

On January 20, Halifax residents heard Jay Goldberg of the Consumer Choice Centre reiterating Uber’s talking points on the proposed new bylaw, including that the new safety standard would mean increased prices for riders, an increase in drunk driving, and put single mothers out of work.

However, a background search on the obliquely-named  “Consumer Choice Center” quickly reveals that it does not represent consumers, or choice. The Consumer Choice Center, according to the University of Bath’s Tobacco Tactics site, is an American lobby organization based in Washington DC.

It is a front group for clients including Tobacco; Sports Betting; and the Alcohol industry.

The “Consumer Choice Centre” is not a registered charity in Canada and is not registered as a business in Canada. It does not represent consumers in Halifax, or anywhere in Canada; it represents American corporations. It raises millions of dollars from corporate partners, but is not required to reveal who those funders are on its American tax return.

Jay Goldberg’s appearance on the CBC was part of what is termed an “astro-turf campaign;” that is, a campaign designed to look and sound like a grass-roots protest but is in fact funded and organized by a third party to get its messages into the media.

The name “Consumer Choice Centre” was evidently developed in 2017 to deceive media and politicians into believing this group represents consumer protection and consumer choice when in fact, it is simply a newer version of what professional lobbyists refer to as the “MOD” (Merchants of Death).

In an interview that lasted just under 7 minutes, Goldberg claimed that if Halifax requires Uber drivers to comply with the same safety standard as Taxi drivers, the following scenarios could occur:

• The cost per ride will increase;
• Drivers, including single mothers, will decide to stop driving rather pay the $135 fee;
• There will be more drunk drivers on the road.

Goldberg also made questionable statements including that Taxi companies do not offer app-based service (they do); that Halifax has the most stringent requirements for ride sharing companies in Canada (Regina and Saskatoon are both tougher); and that “My understanding from what I’ve read from Uber is that there hasn’t been a request for any additional oversight through the current regime of rules.”

An investigative series by The New York Times in 2025 indicated that Uber received over 400,000 reports of sexual assault and misconduct in the United States between 2017 and 2022, a number significantly higher than the company’s public disclosures. The report, based on court records and internal documents, suggested that Uber’s leadership prioritized business growth over implementing robust safety measures despite marketing the service as safe. 

 In Canada, there is an active class action suit for sexual assault cases by Uber drivers.