They have been doing this ever since I can remember. I recall that they allegedly tried to convince the shopper that it is ‘50%’ or ‘80%’ off. A few times I think it was ‘90% off’. Kudos to Quebec for having the courage to investigate and prosecute. I don’t think it will change much, however. Once, I had a clerk tell me ‘Don’t buy it now, tomorrow it will be 50% off’. He showed me the schedule of ‘price reductions’ for it for the next 12 months. If I waited eight weeks, it would be 75% off.
Thats the beauty of doing it this way. It obscures the data so they can’t easily determine how much that specific trick influenced their profits.
Why should the fine be based on that?
Then they should also be fined for lack of transparency