Ottawa's new "ethical oil" spin on Alberta's oilsands is tactically brilliant. Recognizing that a lot of our public-relations problem has been name-calling -- they're the "oilsands," critics always say with a sneer -- the Harper government has decided to try a new label itself.

To some, this may seem silly. No mere name can alter results of environmental monitoring, or industry's contribution to climate change.

But the truth is, the campaign by environmental groups against the oilsands has deliberately ignored some of the positives of Canadian oil that consumers might want to take into account before deciding which source fuel might most deserve a boycott. Is fuel from Canada really worse than that from Venezuela or some Mideast states, when geopolitical and well as environmental implications are taken into account?

Of course, a marketing campaign is no substitute for responsible stewardship. But if "ethical oil" induces more consumers to see the full picture when considering our fuels, all Canadians should be pleased.