Class Action Lawsuit Initiated Over False Tim Hortons Boat Prize Emails in Quebec

In April 2024, nearly 500,000 Canadians were incorrectly notified via email that they had won a boat through tim Hortons’ Roll Up to Win promotion. The company later confirmed this mass notification was the result of a technical malfunction.

Quebec Residents Targeted in Legal Proceedings Due to Provincial Consumer Laws

A Superior Court judge in Quebec has authorized a class action lawsuit related to these inaccurate prize announcements, limiting participation solely to Quebec residents. This restriction stems from the province’s distinct consumer protection regulations.

Merchant Accountability Under Quebec’s Consumer Protection Legislation

The Montreal law firm LPC Avocats is representing those impacted and contends that under Quebec’s consumer protection laws,businesses-not consumers-are responsible for errors occurring during promotional campaigns. Attorney Joey Zukran seeks not only delivery of the promised boat and trailer but also compensation for damages suffered by his clients.

Tim Hortons issues Apology Amidst Active Litigation

The coffee chain expressed regret last year toward recipients of the erroneous winning emails but has as remained silent due to ongoing legal matters. This situation underscores the difficulties companies encounter when executing large-scale digital marketing efforts while striving to preserve customer confidence.

The Wider consequences of Digital marketing Mistakes

This incident highlights how technological glitches in promotional activities can impact vast numbers of people and trigger significant legal challenges. Comparable cases worldwide have involved automated systems mistakenly informing customers about unearned prizes or refunds, resulting in confusion and potential financial exposure for businesses.