Adore Me

TINA.org investigated the marketing of Adore Me, a New York City 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.


Highlights

  • Sent warning letter to company
  • Filed complaints with FTC, NY attorney general and CA district attorneys
  • Company made changes to marketing
  • FTC, NY attorney general, and CA district attorneys filed enforcement actions
  • Adore Me paid more than $2 million to settle enforcement actions

Timeline

2018
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.

2017
November 20

After receiving TINA.org’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.

2016
May-July

Adore Me makes several changes to its marketing as a result of TINA.org’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, TINA.org 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

TINA.org 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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