Quebec judge approves class action over Tim Hortons’ mistaken prize emails—limited to Quebec under provincial consumer protection law.
Quebec Court Authorizes Tim Hortons Class Action
A Quebec Superior Court judge has approved a class action lawsuit against Tim Hortons over a widespread email error during its Roll Up to Win campaign—but only residents of Quebec will be eligible to participate.
Email Mistake Affects Half a Million Participants
In April 2024, approximately 500,000 Tim Hortons customers across Canada received an email claiming they had won a boat and trailer in the company’s Roll Up to Win promotion. The message, however, was later revealed to be sent in error, prompting complaints and legal inquiries.
Decision Anchored in Quebec’s Consumer Law
On June 26, Superior Court Justice Donald Bisson ruled that the class action could proceed, but only within Quebec. The restriction is due to the province’s specific consumer protection laws, which place the burden of such errors on merchants rather than consumers.
Legal Team Seeks Prizes and Damages
The class action, filed by Montreal law firm LPC Avocats, argues that affected customers in Quebec should be awarded the advertised prizes and financial compensation. Lawyer Joey Zukran, representing the plaintiffs, emphasized that under Quebec law, businesses are legally accountable for miscommunications in promotional offers.
Company Apology and Ongoing Silence
Tim Hortons issued a public apology shortly after the incident in 2024, acknowledging the email error. However, in response to the court ruling, a company spokesperson declined further comment, citing the pending legal process.
Implications for Digital Promotions
Although customers outside Quebec are not included in the class action, the case underscores the importance of accuracy in digital marketing and promotions. Legal observers note that the outcome may influence how national campaigns are structured to comply with varying provincial laws.
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