How to Avoid Insulation Contractor Fraud in Ontario

Nov 21, 2025

Ontario's attractive new insulation rebate programs are drawing a lot of attention. Unfortunately, fraudulent or fake contractors are also taking notice. The home improvement industry has seen a concerning rise in bad actors using modern tactics like AI-generated imagery to deceive homeowners. 

Here's a few tips on how to protect yourself when choosing an insulation contractor. 

AI-generated images of spray foam insulation don't utilize proper protective equipment and don't showcase spray foam insulation realistically.

Watch for These Modern Red Flags 

Be suspicious of companies with dozens of 5-star reviews posted within short timeframes, especially those lacking specific work details. When reading reviews, look for negative feedback and check how the company responded publicly to resolve complaints. 

Many fraudulent contractors now use AI-generated images of insulation work that never actually happened. These images often have telltale signs like unrealistic lighting, insulation that doesn't look quite right, or humans with too many fingers. Many hands make for light work, but three hands and sixteen fingers seems unrealistic! 

Legitimate contractors use real photos from actual job sites and feature authentic customer testimonials. Be wary of websites with stock photos or overly polished content that lacks specificity. Great Northern Insulation only uses real jobsite photos taken by our own employees in all our website content and marketing materials. 

Finally, check the contractor’s listed business address. For a company like Great Northern Insulation that services the entirety of Southern Ontario, you’ll find multiple business addresses for various branches across the province, each publicly listed. A potentially untrustworthy contractor may list the address of an unrelated business, or no business address at all. 

AI-generated fake images of common scenes, such as a work vehicle, can be tough to spot.

Essential Verification Steps 

Check Multiple Platforms: Cross-reference reviews on Google and Homestars. Legitimate businesses will have consistent feedback across platforms. 

Verify Credentials: Request proof of liability insurance and required trade licenses. For specialty products like spray foam insulation, ensure crews are licensed and certified through required third party organizations. 

Meet in Person: Trustworthy contractors will be willing to send an employee to your home - not a third-party marketing company - to verify measurements and discuss your project. 

What a Professional Quote Should Include 

A detailed, transparent quote indicates a professional contractor. Look for: 

• Specific areas to be insulated with square footage 

• Type and R-value of insulation to be installed 

• Timeline for completion 

• Clear information about expected rebates, if any 

• Information on brand-name insulation products, if asked 

Red Flags to Avoid 

• Extremely low prices that seem too good to be true 

• Vague descriptions like "insulation upgrade" without specifics 

• Pressure tactics or "today only" pricing 

• Missing scopes, such as attic vents or attic hatch insulation 

• No mention of specific insulation types (cellulose compared to fibreglass, for instance)

Remember, legitimate contractors welcome questions and provide detailed answers about their process, materials, and warranties. 

Ready to work with a trusted, established contractor? Great Northern Insulation has over 45 years of experience serving Ontario homeowners. Contact us for a free, no-obligation assessment with transparent pricing and authentic service you can trust.