🎢 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?
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The Competition Bureau alleges that mandatory processing fees ranging from $0.99 to $9.99 were not included in the initially advertised prices.
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These charges were only shown at the final stage of checkout, after users were already deep into the buying process.
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This practice, the Bureau argues, nudges people into spending more than they intended — a tactic described as deceptive and manipulative.
🏛️ Legal Action in Motion
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The Bureau filed an official complaint on Monday, stating Wonderland ignored a cease-and-desist notice sent in July 2023.
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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.
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Bednar added that this case could mirror the Cineplex ruling, where the company was fined $38.9 million for a similar issue.
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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:
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Base price: $89
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HST: $11.57
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Processing fee: $6.99
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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:
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A massive fine, possibly close to or exceeding the Cineplex penalty
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Pressure to change its online pricing structure permanently
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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.
