Yield Management

Yield management, also called revenue management or dynamic pricing, is the practice of changing prices based on demand, timing and available inventory, as hotels and airlines do. It is a business term rather than a legal one. Varying prices between customers is generally lawful in Canada, but how prices are advertised is regulated.

How BC law treats it

The Competition Act, RSC 1985, c C-34 prohibits false or misleading price representations, including drip pricing, where mandatory fees are added to an advertised price; its former criminal price discrimination provision was repealed in 2009. In consumer transactions, the Business Practices and Consumer Protection Act, SBC 2004, c 2 also prohibits deceptive representations about price.

What it means for your business

Make sure displayed prices include all mandatory fees and that any sale or regular price claims are accurate.

Risks and common mistakes

Advertising a low base price and adding unavoidable fees at checkout can attract Competition Bureau enforcement.

Browse the full Fulcrum Law Dictionary for related terms.

General information about British Columbia and Canadian law, current to October 2026. It is not legal advice.