Judge authorizes Tim Hortons Roll Up to Win class action — but only for Quebec customers
A recent ruling by Superior Court Justice Donald Bisson has given the green light for a class action lawsuit to proceed against Tim Hortons in Quebec. The lawsuit centers around an email error that occurred during the Roll Up to Win promotion in April 2024, where approximately 500,000 customers across Canada were mistakenly informed that they had won a boat.
Montreal-based law firm LPC Avocats is representing the plaintiffs in this case, with lawyer Joey Zukran arguing that his clients are entitled to the boat and trailer they were promised in the erroneous email, as well as additional damages. According to Zukran, Quebec’s consumer protection laws place the responsibility for such errors on the merchants, rather than the customers.
Tim Hortons has issued an apology to the affected customers and has refrained from commenting further on the matter, citing the ongoing legal proceedings. The company’s spokesperson emphasized that they have taken steps to address the issue and are cooperating with the authorities as needed.
The lawsuit is limited to Quebec residents due to the specific laws governing consumer protection in the province. Justice Bisson’s decision to move forward with the class action underscores the potential impact of technical errors in promotional campaigns and the importance of upholding consumer rights.
As the case progresses, it will be interesting to see how the court addresses the claims made by the plaintiffs and the defense put forth by Tim Hortons. This development serves as a reminder of the need for transparency and accountability in marketing practices, especially in the digital age where communication errors can have far-reaching consequences.
