Whether a business practice is ethical or not, is largely determined by individual thoughts and perceptions. One person might find a particular case to be perfectly ethical, another might be totally offended.

Here is an interesting article (another one here) about a man demanding compensation after he was served Sprite instead of 7-Up onboard the flag carrier of Canada. Another thing to mention is that he demanded “7-Up”(sept up?) in French. He uses this case to denounce Air Canada of their “incompetence” to provide service in both English and French, as regulated by the authority in Canada, amongst other “faults” such as not being able to check-in speaking French in Atlanta (Atlanta now speaks French!).

Monsieur Michel Thibodeau, who demanded $500,000 in compensation for a can of 7-Up

Finally, the questions arise. Is Air Canada unethical and discriminated the language right to serve Sprite instead of 7-Up? Is M. Thibodeau unethical on the consumer side for demanding such compensation even though he, a federal employee, speaks perfect English?

By the way, he won, and received $12,000, far from what he had expected, but not a bad day. Judge Madam Marie-Josee Bedard, ruled that “The violation of their rights caused them a moral prejudice, pain and suffering, and loss of enjoyment of their vacation.” It is also not the first time M. Thibodeau sues Air Canada for this matter. If Air Canada constantly cause such emotional and moral damages to him, why did he continue to use their service? His intention is questioned.

Traveller alert! Bilingual surcharge now applies.