Competition Bureau takes Canada's Wonderland to court over alleged 'deceptive marketing practices'

Muriel Draaisma · CBC News

· Posted: May 05, 2025 4:28 PM EDT | Last Updated: 12 minutes ago

The Competition Bureau says it is taking Canada's Wonderland to tribunal due to the fact that it alleges the institution that runs the amusement and h2o parkland northbound of Toronto engages successful "deceptive selling practices."

In a news merchandise connected Monday, the bureau accuses Canada's Wonderland Company of "drip pricing," a signifier successful which a institution advertises "lower prices than what consumers yet person to wage arsenic those prices exclude mandatory fixed fees."

The bureau alleges that Wonderland, successful particular, advertises items astatine a little terms than what consumers person to wage online. According to the bureau, drip pricing is considered "deceptive" due to the fact that consumers are not presented with an "attainable" price upfront.

"Canadians should ever beryllium capable to spot the archetypal advertised price," Matthew Boswell, Commissioner of Competition, said successful the release.

"We're taking enactment against Wonderland due to the fact that misleading tactics similar drip pricing lone service to deceive and harm consumers. For years, we person urged businesses to show the afloat terms of their products upfront. I punctual each businesses to reappraisal their pricing claims to marque definite they bash not mislead consumers."

Canada's Wonderland, located successful Vaughan, Ont., is a subsidiary of the U.S.-based Six Flags Entertainment Corporation.

The bureau's exertion against Wonderland was filed connected Monday with the Competition Tribunal, and the bureau said it is seeking a ruling that would stop Wonderland from allegedly engaging successful "deceptive terms advertising," marque Wonderland wage a punishment and contented restitution to affected consumers who paid for products done its website.

In the release, the bureau said it alleges that Wonderland has made and continues to marque "false oregon misleading terms claims" by advertising lower prices than what consumers are yet charged because those prices bash not see mandatory fixed fees.

The bureau said it is against the Competition Act to advertise "unattainable" prices that bash not see mandatory fixed charges oregon fees, unless those charges oregon fees are imposed by the authorities connected purchasers. An illustration of specified a interest imposed by the authorities would beryllium the income tax.

According to the bureau, Wonderland charges a processing interest for online purchases of parkland admission. That interest starts astatine $6.99 and increases to $8.99 oregon $9.99, depending connected the fig of items purchased, the bureau said. 

For items that are not admission, it charges a azygous $0.99 processing fee, careless of the fig of items bought.

Wonderland denies engaging successful deceptive practices

Wonderland, for its part, issued a connection connected Monday saying the allegations made by the bureau are "unfounded" and the company will support its "commitment to transparency and user value." It said it is committed to providing its guests with "clear accusation and meaningful choice."

"Under Canadian law, 'drip pricing' refers to the signifier of promoting thing astatine 1 price, portion concealing the existent terms from consumers until aboriginal successful the purchasing process. Canada's Wonderland does not prosecute successful this practice," Wonderland said successful the statement. 

"From the outset, our guests person disclosure of immoderate applicable fees. We guarantee customers recognize precisely what they are purchasing. It is besides important that we supply our guests options truthful that they whitethorn take products, including summons oregon Season Pass products, that champion suit their preferences. This flexibility determines the level of processing interest they pay," the connection says.

Wonderland said the bureau's demands to prohibit processing fees, including adaptable fees, would undermine user choice.

"The Bureau is seeking to necessitate static, all-inclusive pricing, an attack that tin enforce higher upfront prices for guests and reduced flexibility and choice," it said.

"Canada's Wonderland remains dedicated to transparency, lawsuit prime and compliance to the law. We'd similar to convey our guests for their continued spot and enactment arsenic we proceed to advocator for your interests and support our practices."

Wonderland, located connected much than 120 hectares, has much than 200 attractions, including 18 roller coasters.