Jeanne Pratt, the Acting Commissioner of Competition, issued a statement following the Federal Court of Appeal's decision to uphold a ruling by the Competition Tribunal regarding Cineplex's deceptive marketing practices.

The court ruled in favor of the Competition Bureau, emphasizing that businesses must not advertise unattainable prices. This decision is seen as a significant victory for Canadian consumers, ensuring they receive transparent pricing when making purchases.

The Bureau had previously filed an application against Cineplex in May 2023, leading to a September 2024 ruling that found the company guilty of engaging in drip pricing. Cineplex's appeal was dismissed by the Federal Court of Appeal on January 21, 2026, with costs awarded to the Bureau.

Drip pricing, which involves advertising low prices but adding mandatory fees, is considered deceptive unless the additional charges are government-imposed. The Bureau has been actively addressing such practices under the Deceptive Marketing Practices provisions of the Competition Act.

In May 2024, the Bureau issued a consumer alert to raise awareness about drip pricing and encourages consumers to report any misleading price claims.