WRIGLEY SETTLES WITH LINGERIE RETAILER REGARDING DECEPTIVE ADVERTISING AND BILLING PRACTICES

16 Jun WRIGLEY SETTLES WITH LINGERIE RETAILER REGARDING DECEPTIVE ADVERTISING AND BILLING PRACTICES

June 16, 2023

_{CONTACT: Suzie Weigel, 701.328.2210, snweigel@nd.gov}

BISMARCK, ND – Attorney General Drew Wrigley today announced that he, along with 31 other states, has reached a $2.35 million multistate settlement with AdoreMe, Inc. (Adore Me), a lingerie retailer that primarily sells its merchandise online. The settlement resolves claims that the company deceptively marketed its VIP Membership Program to consumers and then made it difficult for consumers to cancel their memberships. The State of North Dakota’s share in the settlement is approximately $35,000.

Adore Me offers consumers discounted pricing if they enroll in Adore Me’s VIP Membership Program. Once enrolled in the program, consumers are charged $39.95 a month, unless before the sixth day of each month, consumers make a purchase from Adore Me or log into their Adore Me accounts to “skip” the charge. The monthly charges accrue in the consumers’ accounts in the form of store credits, which can be used on future purchases.

The settlement alleges that Adore Me:

• failed to properly disclose to consumers the terms of its VIP Membership program and the amount of the monthly charge;
• misrepresented that Adore Me’s discounted prices are time-limited;
• made it difficult for consumers to cancel their VIP Memberships; and
• improperly forfeited consumers’ VIP Membership store credits upon cancellation.

“Adore Me wrongfully took money from North Dakota consumers by enrolling and trapping the consumers in VIP membership programs and monthly payments they did not know about and did not want.” said Wrigley.

Under the terms of the settlement, Adore Me is required to notify all consumers with active VIP Memberships of their ability to obtain a refund of any unused store credits. In addition, Adore Me has agreed to make certain changes to its business practices and is prohibited from engaging in any of the alleged misconduct in the future.

Wrigley noted that his office is holding Adore Me accountable by requiring it to correct its deceptive business practices and provide transparency regarding the terms of its VIP memberships. “Any North Dakota consumers who are enrolled in Adore Me’s VIP membership should watch for a notice from Adore Me regarding obtaining a refund of any unused store credits accumulated through monthly charges by Adore Me,” Wrigley said.

Read the June 16, 2023 Assurance of Voluntary Compliance

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