Ad Alert

Cove USA

Hidden fee is a bummer.

California-based surf brand Cove USA has some rad deals on T-shirts, hoodies, jackets, and more. Unfortunately, the company also attaches a gnarly fee to purchases that many consumers may find tough to shred.

After receiving a tip from a consumer, TINA.org found that Cove affixes an additional charge for “Cove Package Protection.” For desktop users, the fee doesn’t appear until checkout, in an order summary where the protection plan is described as “an optional additional service” – despite there being no obvious way to remove the charge – “for expedited replacements” that is separate from a shipping fee.

Mobile users may never see the charge. That’s because, on mobile, the order summary isn’t visible unless consumers click to expand it.

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Mobile users who expand the order summary face the same problem as desktop users of not being able to remove the surprise charge. In fact, TINA.org found the only way to get rid of the fee is to click on a box with additional details about the protection plan further down the page (notably, past several express checkout options).

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Importantly, Cove gives no indication that clicking on this box will make the charge vanish. We discovered its magical power simply through trial and error.

We also found that the fee increases the more items you add to your cart.

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Cove did not respond to TINA.org’s request for comment.

Proposed rule targets hidden fees

No one likes hidden fees. This includes the FTC, which has proposed a rule banning junk fees. (TINA.org has filed multiple comments in support of the FTC’s proposal.) Only time will tell whether the rule is enacted, finalized and ultimately used and enforced by the commission.

That means it’s up to consumers to do their due diligence and carefully review their online orders before completing a purchase. Otherwise, you might risk a financial wipeout.

Find more of our coverage on hidden fees here.


Our Ad Alerts are not just about false and deceptive marketing issues, but may also be about ads that, although not necessarily deceptive, should be viewed with caution. Ad Alerts can also be about single issues and may not include a comprehensive list of all marketing issues relating to the brand discussed.


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