The Liberals are asking that Industry Minister Tony Clement face an ethics probe, after learning that he appeared in a promotional video for a company in his riding in 2008.

In a statement released Thursday, the Liberals charge that Clement "improperly used his ministerial office to promote a chemical company by appearing in an infomercial produced by a prominent Conservative from his riding and broadcast in China."

"This is a serious breach of ethics and accountability must be had," Liberal ethics critic Marlene Jennings said in the statement.

The eight-minute video was filmed in August 2008 for a chemicals firm based in Clement's riding of Parry Sound-Muskoka. The company, called Lord & Partners, was preparing to make a presentation to the Chinese military at the time.

"First of all, I want to extend my greeting to the people of China, the People's Republic of China, on behalf of myself and the government of Canada," Clement, who was health minister at the time, says in the video.

"Let me have the honour to introduce to you Mr. Barry Young, who is the president and CEO of Lord & Partners, and he will tell you a little more about this company."

Young proceeds to explain that his firm produces non-toxic solvents and cleaners.

"The science of Lord & Partners is very interesting," Young says in the video, while floating on a lake in a canoe.

News of the promotion prompted sharp criticism of Clement by opposition MPs during question period on Thursday.

"This is way, way over the line," said Liberal MP Wayne Easter. "A minister of the Canadian government promoting one specific company over others would clearly be giving that company preference."

"How many rules were broken?" he asked. "The conflict of interest code, the treasury board communication rules, the prime minister's code of conduct -- do the rules mean nothing to the Conservatives and their friends?"

New Democrat MP Pat Martin called for Clement to be kicked out of cabinet.

"Celebrity endorsements are not part of a cabinet minister's job description," Martin said. "In fact, they're a blatant conflict of interest."

"The minister for the status of women got fired for a lot less," he added, referring to former Tory MP Helena Guergis. "Is the prime minister going to make room over there in the hall of shame for the minister of industry, or is he safe hiding in the Conservative good old boys club?"

Clement was in Amsterdam and would not agree to an interview. But in a statement, he defended his appearance in the video.

"Just because this company is from Parry Sound-Muskoka does not mean it cannot seek help from its MP to enter new markets, this is clearly not a conflict of interest," the statement reads.

Conservative MP Tom Lukiwski echoed Clement's position on the matter during CTV's Power Play.

"Tony didn't get paid for the video. He has no financial interest in the company. The owner of the company has never donated to Tony's campaign or to the Conservative party for that matter," Lukiwski said.

"There was a constituent who had a company. Tony wanted to help him out promoting the company overseas, but he has no financial interest whatsoever so I cannot see how there's a conflict of interest."

Lord & Partners also received two untendered federal contracts this year valued at $41,000. Clement's office has denied that he helped the firm land those contracts.

The video was produced by George Young, a political supporter who Clement later appointed to the Canadian Tourism Commission after he became Industry Minister.

"It raised the profile and gave Barry credibility in China," George Young said about the video. "What better way to do that than with a cabinet minister?"

Clement's office said he has done one other promotional video, for The Hospital for Sick Children in Toronto.

With a report from CTV's Ottawa Bureau Chief Robert Fife