Canada鈥檚 Wonderland is facing legal action from the federal Competition Bureau, which alleges the theme park misled consumers by advertising lower online prices than what customers actually paid at checkout.
Wonderland is the country’s largest combined amusement and water park. It is located in Vaughan and owned by the U.S.-based Six Flags Entertainment Corp.聽
In a legal filing Monday with the Competition Tribunal, the Bureau accused the amusement park of using 鈥渄rip pricing鈥 鈥 a deceptive marketing practice in which mandatory fees are added late in the purchase process.
The Bureau alleges that Wonderland failed to include mandatory processing fees, ranging from $0.99 to $9.99, in its advertised prices for tickets and other items sold online.
“Canadians should always be able to trust the initial advertised price,鈥澛 Competition Commissioner Matthew Boswell said in a statement. 鈥淲e鈥檙e taking action against Wonderland because misleading tactics like drip pricing only serve to deceive and harm consumers.鈥
The Bureau鈥檚 application calls on Wonderland to stop the practice, pay a financial penalty and provide restitution to affected customers.
According to the Bureau, the park adds a $6.99 to $9.99 processing fee for online admission purchases, depending on the number of items, and a $0.99 fee for most non-ticket products. These fees are not included in the initial advertised price.
In a media release, Canada’s Wonderland said the charges were “unfounded” and “unsubstantiated,” stating the company does not conceal the real price of purchases from customers.
“From the outset, our guests receive disclosure of any applicable fees. We ensure customers understand exactly what they are purchasing,” the release reads.
The release argues that Wonderland provides guests with multiple ticket and season pass options, which determines the level of processing fee they are charged.聽
“The Bureau is seeking to require static, all-inclusive pricing, an approach that can impose higher upfront prices for guests and reduced flexibility and choice,” the release states.
The lawsuit follows a growing crackdown on drip pricing since the federal Competition Act was amended in 2022 to explicitly prohibit the practice, unless the added fees are government-imposed, such as sales tax.
Last year, the Competition Bureau won a case against Cineplex over similar pricing tactics. The Tribunal ordered the movie chain to pay $39 million and to cease the misleading advertising.
In light of the Wonderland case, the Bureau is encouraging consumers to report businesses they believe are advertising unattainable prices through its online complaint form.
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