Tim Hortons Faces Legal Heat Over Boat Prize Error
Tim Hortons is once again under legal scrutiny—this time, for mistakenly telling thousands of Roll Up to Win players they’d won a boat. The catch? The class action lawsuit will only apply to Quebec customers, thanks to specific provincial consumer protection laws.
Back in April 2024, around 500,000 customers across Canada received emails from Tim Hortons congratulating them on winning a boat through the iconic Roll Up to Win contest. But the message was sent in error.
Now, a Quebec judge says the lawsuit can move forward—but only within provincial borders.
What the Judge Ruled and Why
Superior Court Justice Donald Bisson approved the class action last week, limiting it to Quebec residents only. Why? Because the legal argument centers on Quebec’s consumer protection laws, which differ from those in other provinces.
Under Quebec law, the burden of error falls on the merchant—not the consumer. That legal framework gives the case stronger footing in the province than it might have elsewhere in Canada.
What the Plaintiffs Want
Lawyer Joey Zukran, representing the plaintiffs through LPC Avocats, argues that his clients are owed exactly what they were promised: the boat, the trailer, and compensation for the misleading notification.
He insists that Quebec’s laws are clear—businesses must own their mistakes, especially when it comes to misleading promotions or contest communications.
Tim Hortons Responds—Sort Of
A spokesperson for Tim Hortons confirmed the company had apologized in 2024 to the affected customers. However, with the matter now before the courts, the company declined to offer any further comment.
Why This Matters
Contests like Roll Up to Win are marketing gold for brands like Tim Hortons. But when something goes wrong—especially on a large scale—it can turn into a legal and reputational nightmare.
This case could set a significant precedent for how promotional errors are handled under Quebec law and might encourage companies to review their digital campaign safeguards more seriously.
What About the Rest of Canada?
While nearly half a million people across Canada received the faulty email, only those in Quebec can join the class action for now. Unless courts in other provinces take a similar stance, those outside Quebec may have limited legal options.
Stay tuned to Maple Wire for more updates on Canada’s biggest legal and consumer news.
