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ARTICLE · 04 DECEMBER 2012

PharmaPrix Optimum® Program: Sued For Reducing Point Values

Heenan Blaikie LLP
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Bottom Line: In March of this year, the Quebec Superior Court authorized a class action by Quebec members of the Pharmaprix Optimum® Rewards Program.

CanadaLitigation, Mediation & Arbitration
Marketing, Advertising & Regulatory Group
Marketing, Advertising & Regulatory Group

Bottom Line: In March of this year, the Quebec Superior Court authorized a class action by Quebec members of the Pharmaprix Optimum® Rewards Program. One by one, loyalty programs are being challenged in court for changing their program benefits. (Please see the article on the Aeroplan program as well.)

The class action was filed by Option Consommateurs against Pharmaprix Inc., Shoppers Drug Mart Inc., Shoppers Drug Mart Corporation and 911979 Alberta Ltd. (collectively, "Shoppers Group"), for their decision to reduce the value of points accumulated in the Pharmaprix Optimum® Program ("Program"). The change, the plaintiffs contend, was made without prior notice and in a unilateral, illegal, abusive and retroactive manner.

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