Canada’s Competition Bureau is taking legal action against the Canada’s Wonderland theme park for allegedly advertising misleading prices online.
Canada’s independent agency says that the park has been advertising park tickets and other items at a lower price than what consumers have to pay online. It alleges that Wonderland is advertising prices that do not include a mandatory fixed fee of CAD$0.99, $6.99, $8.99 or $9.99.
The park charges a processing fee for online purchases for park admission and non-admission related products.
Now, the Bureau has filed an application with the Competition Tribunal seeking a stop to the advertising, the imposition of a penalty and compensation for affected customers who purchased products through Wonderland’s website.
Matthew Boswell, the commissioner of competition for the Bureau, said: “Canadians should always be able to trust the initial advertised price. We're taking action against Wonderland because misleading tactics like drip pricing only serve to deceive and harm consumers. For years, we have urged businesses to display the full price of their products upfront. I remind all businesses to review their pricing claims to make sure they do not mislead consumers.”
The park has responded, denying that it engages in the practice and called the Bureau’s allegations “unfounded.” It said that guests receive disclosure of any fees, and it ensures that customers understand what they are purchasing.
Canada’s Wonderland is located just outside Toronto, Ontario, and features a wide range of attractions, including 18 roller coasters.
