Canada’s Wonderland Drip Pricing Lawsuit: Hidden Fees Spark Legal Battle in 2025

The Competition Bureau of Canada has taken legal action against Canada’s Wonderland, accusing the amusement park of using “drip pricing” tactics—a practice the bureau claims misleads consumers by advertising prices that don’t include mandatory fees.

What Is Drip Pricing and Why It Matters

Drip pricing occurs when a company promotes a lower initial price for a product or service, only to add mandatory fixed fees later in the buying process. The Competition Bureau says Canada’s Wonderland failed to include extra costs—like processing fees of up to $9.99 for online ticket purchases—in its initial price listings.

The bureau claims this practice breaks the Competition Act, which bans businesses from advertising prices that leave out mandatory fees—unless those fees are government-imposed, like sales tax.

“Canadians should always be able to trust the initial advertised price,” said Commissioner Matthew Boswell. “Misleading tactics like drip pricing only serve to deceive and harm consumers.”

What the Bureau Is Demanding

Filed with the Competition Tribunal on May 5, the bureau’s application seeks:

• A stop to Wonderland’s alleged deceptive price advertising
• A financial penalty
• Restitution for affected consumers
  

This lawsuit follows similar cases against companies like Cineplex, SiriusXM Canada, and Discount Car & Truck Rentals, where the bureau also alleged hidden fees. In Cineplex’s case, the bureau secured a $38.9 million judgment, though the company is appealing.

Canada’s Wonderland Responds

Canada’s Wonderland said in a public statement that the bureau’s allegations are “unfounded” and that it remains committed to transparency and consumer choice.

The park argues that:

• The company discloses all fees upfront during the online checkout process.
• Customers can choose products based on different pricing options
• Requiring static, all-in pricing may reduce flexibility and result in higher upfront prices
  

“From the outset, our guests receive disclosure of any applicable fees,” the park said. “We ensure customers understand exactly what they are purchasing.”

Canada’s Wonderland is a subsidiary of Six Flags Entertainment Corp., which operates parks across North America.

Why This Case Matters

Legal experts say the case highlights an ongoing effort by the Competition Bureau to ensure price transparency across industries. From movie tickets to car rentals, regulators want consumers to make informed choices without surprise fees at checkout.

“Consumers should have the tools to make clear buying decisions,” said Nikiforos Iatrou, a competition law expert. “That’s what this action aims to promote.”

Do you think all companies should be required to show full pricing upfront? Share your thoughts below.

More…

• https://www.thestar.com/news/gta/canada-s-wonderland-accused-of-misleading-online-pricing-by-competition-bureau/article_fc76874e-c90e-4342-8002-04c49e90c45d.html
• https://toronto.citynews.ca/2025/05/05/competition-bureau-sues-canadas-wonderland-over-alleged-drip-pricing
• https://www.cbc.ca/news/canada/toronto/competition-bureau-canada-wonderland-alleged-misleading-advertising-1.7526933