Canada’s Wonderland is under fire for allegedly hiding fees in online ticket prices. The case could lead to a record-setting fine.


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🎢 Canada’s Wonderland Accused of Hiding Fees in Online Ticket Prices

Canada’s Wonderland is at the center of a legal battle with the Competition Bureau, which claims the theme park used deceptive pricing tactics online — also known as “drip pricing” — to mislead consumers.

🚨 What’s the Allegation?

  • The Competition Bureau alleges that mandatory processing fees ranging from $0.99 to $9.99 were not included in the initially advertised prices.

  • These charges were only shown at the final stage of checkout, after users were already deep into the buying process.

  • This practice, the Bureau argues, nudges people into spending more than they intended — a tactic described as deceptive and manipulative.

🏛️ Legal Action in Motion

  • The Bureau filed an official complaint on Monday, stating Wonderland ignored a cease-and-desist notice sent in July 2023.

  • The issue will now be reviewed by a federal tribunal, which could impose a record-breaking fine.

📢 Expert Opinions

“Drip pricing tricks people into purchases they might not make if the full cost was upfront,” said Vass Bednar, policy expert at McMaster University.

  • Bednar added that this case could mirror the Cineplex ruling, where the company was fined $38.9 million for a similar issue.

  • She emphasized the significance of Wonderland allegedly continuing the practice even after being warned.

🎟️ What’s the Real Cost?

An Instagram ad promoted a Silver Pass for $89, but the actual cost broke down as follows:

  • Base price: $89

  • HST: $11.57

  • Processing fee: $6.99

  • Final price: $107.56

👉 The website only reveals this amount after several clicks, hidden behind upgrade options and buttons.

🎡 Wonderland Responds

Canada’s Wonderland, owned by U.S.-based Six Flags Entertainment Corp., denies all allegations:

“The claims are unfounded and unsubstantiated,” the park said in a written statement.

Meanwhile, Competition Commissioner Matthew Boswell emphasized:

“Canadians should always be able to trust the initial advertised price.”

🧾 Why This Matters

This lawsuit could set a new precedent for how companies display prices online. If found guilty, Wonderland might face:

  • A massive fine, possibly close to or exceeding the Cineplex penalty

  • Pressure to change its online pricing structure permanently

  • Greater scrutiny on digital pricing practices across Canada

🤔 What is Drip Pricing?

🧩 Drip pricing is when businesses advertise a low price but add hidden fees as customers proceed through checkout.

⚠️ It's banned or regulated in many countries because it can mislead consumers and give unfair advantages over transparent competitors.

FAQ

Canada’s Wonderland is accused of using drip pricing — hiding mandatory fees from customers until the final checkout page.

Processing fees are extra charges added during online purchases. They’re controversial when not disclosed upfront, as they mislead buyers.

Yes, Cineplex was fined over $38.9 million in 2024 for similar drip pricing practices involving a $1.50 online booking fee.

They could face a large fine, be ordered to change their pricing methods, and set a legal precedent for other companies in Canada.

Not exactly — after taxes and a $6.99 processing fee, the actual cost is $107.56, not the $89 seen in ads and social media posts.

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