The bureau stated in a release that Canada’s Wonderland charges a processing fee for online purchases involving park admission, starting at $6.99 and increasing to $8.99 or $9.99 depending on the number of items purchased.
“The Bureau alleges that Wonderland has made, and continues to make, false or misleading price claims by advertising lower prices than what consumers ultimately have to pay as those prices exclude mandatory fixed fees,” the release noted.
“This practice, commonly known as drip pricing, is deceptive because consumers are not presented with an attainable price upfront,” the bureau added.
The bureau noted that it had filed an application with the Competition Tribunal seeking an order requiring Canada’s Wonderland to “stop the deceptive price advertising,” pay a penalty and issue restitution to affected consumers.
At the time of writing, the Canada’s Wonderland website advertises daily ticket prices as starting from $45 and notes below the advertised price that customers would also be required to pay taxes and a processing fee up to $9.99.
“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,” Competition Commissioner Matthew Boswell said in the release.
Canada’s Wonderland has called the Competition Bureau’s allegations “unfounded” and stated that it does not engage in drip pricing.
“From the outset, our guests receive disclosure of any applicable fees. We ensure customers understand exactly what they are purchasing,” the company said.
Canada’s Wonderland noted that it provides guests with options to choose products, including tickets or season passes products, and that the products guests choose determine the level of processing fee they are charged.
“Not only are the Competition Bureau’s allegations unsubstantiated, but its demands to prohibit processing fees — including variable fees — undermine consumer choice and flexibility,” the company said in a release.
It added that the bureau is seeking to require static, all-inclusive pricing and that such an approach that could impose higher upfront prices for guests and reduce choice.
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