Hilroy Apologizes for Omitting Newfoundland, Cape Breton From Notebook Map

Hilroy, the century-old Canadian notebook brand owned by ACCO Brands, apologized Wednesday after discovering Newfoundland, Cape Breton, and Haida Gwaii missing from the map on its glossy-covered exercise books. The production error has been on store shelves since last year but only recently drew public attention. The company halted distribution and offered replacements or refunds, while provincial leaders condemned the omission.

How the error went unnoticed for a year

ACCO Brands confirmed the faulty notebooks hit shelves in 2025 but customers only spotted the missing regions recently, sparking social media backlash. The company said the inaccurate map resulted from a production error. Newfoundland and Labrador Premier Tony Wakeham posted on Facebook: “You can leave Newfoundland off an exercise book, but you can’t erase us.” Nova Scotia Premier Tim Houston called the incomplete map “unacceptable” and said he asked the education minister to send Hilroy a corrected map.

Hilroy’s response and correction plan

On September 1, Hilroy posted on Facebook acknowledging the mistake, stating the map “is something our team has always been proud of. It’s exactly why getting it wrong stings.” The company stopped distribution and offered customers replacement notebooks or refunds through its website. An ACCO Brands spokesperson confirmed the company is aware of the Haida Gwaii omission and addressing it as part of its “correction plan.”

Social media reaction splits between support and criticism

Online responses ranged from praise for transparency to calls for boycotts. Teacher Craig Cook from Newfoundland joked about classroom discussions, while Robert Brown quipped: “Did Donald Trump sign an order declaring Newfoundland out of Canada?” Some users applauded Hilroy’s accountability. However, David Kobo called for a boycott, noting that ACCO Brands is a U.S. company headquartered in Illinois. Tena Reid wrote: “In Canada, we assume our errors, learn from them, and improve.”

What this means for ACCO Brands

The gaffe highlights supply chain and quality control risks for ACCO Brands, which generates revenue from Canadian school supply sales. While the company has moved quickly to halt distribution and offer refunds, the reputational damage and cost of reprinting and replacement logistics remain unclear. The incident also underscores how even established brands can face swift public backlash in the social media era, particularly when national identity is involved.

Final Thoughts

Hilroy’s map error, though quickly acknowledged and corrected, signals the reputational risks facing major consumer brands when quality control lapses affect national symbols. For ACCO Brands investors, the swift response may limit long-term damage, but the incident reflects operational vulnerabilities in global supply chains.

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