Adore Me investigated the marketing of Adore Me, a web-based lingerie company, and found that it used deceptive marketing tactics, including ads that deceptively promoted product prices that were only available to VIP Members; enrolled consumers in a negative option offer without obtaining consumers’ express consent or disclosing all material terms; falsely told consumers that monthly charges could be used as store credit when, in reality, the company kept consumers’ store credit if their memberships were canceled; and made it unnecessarily difficult to cancel VIP Memberships.


  • Sent warning letter to company
  • Filed complaints with FTC, NY attorney general and CA district attorneys
  • FTC and numerous states filed enforcement actions
  • Adore Me ordered to pay nearly $5 million to settle enforcement actions


June 20

The North Carolina Attorney General announces a multistate settlement reached with Adore Me that requires, among other things, the retailer to pay $2.35 million and to notify all customers with active VIP Memberships that they can obtain a refund of any unused store credits. In addition, AdoreMe has agreed to make certain changes to its business practices and is prohibited from engaging in any misconduct.

The North Carolina Attorney General is joined in this settlement by the Attorneys General of Alabama, Arkansas, Connecticut, DC, Florida, Georgia, Idaho, Illinois, Indiana, Kansas, Kentucky, Louisiana, Massachusetts, Michigan, Minnesota, Mississippi, Nebraska, Nevada, New Jersey, New Mexico, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, Tennessee, Texas, Vermont, Washington, and Wisconsin.


August 20

An agreement reached between the Santa Clara County District Attorney’s Office and Adore Me is entered as a Final Judgment in a California court.  Pursuant to the Stipulated Final Judgment, Adore me will be paying $600,000 in civil penalties, a minimum of $200,000 in restitution to previous or present California VIP members that lost or forfeited their store credit, and providing $250,000 worth of merchandise to homeless and women’s organizations in California.

March 20

The New York Attorney General announces a settlement reached with Adore Me that requires, among other things, the retailer to pay $300,000 in penalties, fees, and costs, as well as up to $63,000 in restitution to consumers.

November 20

After receiving’s complaint, the FTC files a lawsuit against Adore Me in federal court and simultaneously settles with the company  for nearly $1.4 million, which will be used to provide refunds to eligible customers.


Adore Me makes several changes to its marketing as a result of’s complaint. Consumers can now cancel their VIP memberships anytime, accumulated store credit can now be used after cancelation, many Adore Me marketing materials now indicate that the advertised introductory price is available only with a VIP membership, and the Shopping Bag page at check-out now shows the Pay As You Go option next to the VIP Membership option (though the VIP Membership is still preselected).

May 9

After seeing no noticeable changes to Adore Me’s marketing campaign, website, or mobile app, sends complaint letters to the Federal Trade Commission, the New York Attorney General’s Office, and the District Attorney’s Office in Santa Clara County, California, urging each of the agencies to take action.

April 29 sends a warning letter to Adore Me regarding its deceptive marketing and illegal business practices, and asking that the company correct the issues within one week.


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