‘We stand by our pricing’: Canada’s Wonderland responds to hidden fee allegations

The Competition Bureau of Canada has initiated legal action against Canada’s Wonderland, alleging that the theme park has been using deceptive pricing strategies to conceal processing fees during online transactions.

In a complaint filed with the Competition Tribunal, the bureau claims that Wonderland has been practicing “drip pricing”, where a product is advertised at one price but additional mandatory fees are added later in the checkout process.

The bureau states that these undisclosed fees range from $0.99 to $9.99, misleading consumers.

“Canadians deserve to rely on the initially advertised price,” said Matthew Boswel, commissioner of competition. “Deceptive practices like drip pricing only serve to deceive and harm consumers.”

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The bureau is seeking an order from the tribunal to compel Wonderland to cease the practice, provide restitution to affected customers, and pay a financial penalty.

However, Wonderland is strongly refuting the bureau’s allegations, calling them “baseless” and defending its pricing model as transparent and consumer-friendly.

“Our priority is our guests,” said Jigar Patel, spokesperson for the park, in a statement. “We are dedicated to offering them exceptional experiences, clear information, and genuine choice.”

The park argues that it does not practice drip pricing and that all relevant fees are clearly disclosed at the beginning of the purchase process.

“Right from the start, our guests are informed about any applicable fees. We make sure customers understand exactly what they are buying.”

Wonderland also argues that the bureau’s proposed approach, which would mandate fixed, all-inclusive pricing, could harm consumers by limiting choice and raising base ticket prices.

“The bureau’s insistence on banning processing fees — including variable fees — restricts consumer freedom and flexibility,” the statement asserts.

Located in Vaughan, Ontario, just north of Toronto, Canada’s Wonderland is the largest amusement park in the country and a popular summer destination. It is owned by Six Flags, a company that operates parks throughout North America.

Despite the legal challenge, Canada’s Wonderland vows to continue supporting its guests and upholding its policies.

“We appreciate the trust and support of our guests as we stand up for your interests and defend our practices,” the statement concludes.

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