Alberta’s Gift Card Regulation, part of the Fair Trading Act, may not be entirely consumer friendly. The Gift Card Regulation seems to treat all prepaid gift certificates the same as the prepaid gift cards, but Service Alberta has created its own policy that they promote to consumers on its Gift Cards Consumer Tipsheet and reiterate to consumers and businesses in telephone inquiries.
While the regulation appears to include prepaid gift certificates as prepaid gift cards, Service Alberta advises that they created a policy, which seems to override the Regulation of the Fair Trading Act, to exclude prepaid gift certificates for specific services, such as a massage or manicure. Service Alberta’s Consumer Tipsheet advises consumers, “The regulation does not apply to … cards sold for a specific service.” According to Service Alberta ‘policy,’ prepaid gift certificates for specific services are still subject to expiry dates.
Service Alberta may need to change a policy that clearly counters legislation. While Service Alberta is charged with enforcing the laws of the Fair Trading Act, Service Alberta may be inadvertently performing a disservice to Albertans, resulting in a decline of consumer confidence in Service Alberta. Imagine that, a Fair Trading Act and a Gift Card Regulation that does not provide consumer protection over Service Alberta Policy. When did policy become acceptable to override law? How did that happen? You may call and write your local MLA and encourage others to do so. Both consumers and businesses can contribute to change for improving fair trade practices in Alberta.
A business would be remiss not to pay attention to customer satisfaction. Client word-of-mouth promotion and repeat business is a significant variable in the success or failure of a business. Customer satisfaction should be the number-one priority, not expiry dates. A customer satisfaction guarantee contributes to building a good reputation. It takes effort to attract new customers and maintain clientele, but it takes a great deal more effort to try to win clients back.
It is unfair practise when a consumer transaction is not concluded. Awareness and education provides protection. Learn more about the Gift Card Regulation and Fair Trading Act online at www.servicealberta.gov.ab.ca/563.cfm. As for finding the Service Alberta Policy and who is responsible for it, that may take some investigation.
Diana Bacon, Edmonton
