TTC ad

TTC responds to fake ad telling riders to ‘figure out’ how to pay their fare

by Nisean Lorde for Post City Posted: April 9, 2024

A photoshopped TTC ad circulating across X last week went viral as readers were incensed over its controversial message—a picture of a streetcar displaying the words: “Can’t afford to pay? Figure it out. Not our problem.”

Thankfully, the TTC quickly confirmed that the ad was fake, and posts sharing the photoshopped ad have been hit with a community note.

“Hey there, the correct AD is the one below. This photo of the streetcar has been edited,” the TTC noted.

The ad may be fake, but the TTC is cracking down on fare evasion. Last month, an internal audit report revealed that fare evasion is at an all-time high. TTC auditors found that in 2023, fare evasion was at almost 12% and cost the system close to $124 million in lost revenue. These numbers are almost double the 2018 review, which placed evasion at around six percent, costing the TTC $60–70 million a year.

Late last month, the transit agency launched an enhanced fare compliance campaign, reminding everyone about the importance of paying fares, and warning that those who steal rides are subject to fines.

“The TTC is not free, and even with a significant City of Toronto operating subsidy, we rely heavily on fares. They fund safe, reliable service for hundreds of millions of customers every year and they allow us to keep those fares reasonably priced,” TTC CEO Rick Leary said in a statement. “We need those who willfully deprive our system of funds to understand that their actions have consequences, including less service for others and a fine for themselves.”

The TTC has also been steadily increasing staff—including fare inspectors—for both fare compliance and improved safety/security.

So while customers can expect to see increased fare inspection activity, more staff at locations prone to fare evasion, and ads focusing on the importance and benefits of paying proper fares—messages telling riders to ‘figure out’ how to pay their fare is not part of their campaign.

Article exclusive to POST CITY

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