BALTIMORE, Md., May 8, 2025 — Maryland Attorney General Anthony G. Brown announced a settlement with online lingerie retailer AdoreMe, Inc., resolving claims of deceptive marketing practices related to its VIP membership program. The agreement, reached by the Consumer Protection Division, addresses allegations that AdoreMe enrolled customers in a monthly billing program without clear disclosure, leading to unexpected charges. The settlement ensures refunds for affected Maryland consumers and mandates reforms to prevent future deceptive practices.
The investigation found that AdoreMe offered discounts on lingerie purchases but failed to adequately disclose that accepting the discount enrolled consumers in a VIP membership program, which charged $39.95 monthly for credits toward future purchases. Consumers faced difficulties canceling memberships, encountering obstacles that hindered their ability to stop the charges. Under the settlement, Maryland consumers with inactive VIP memberships who never used their credits will receive full refunds of their payments. Additionally, active members with large credit balances can request refunds for up to one year of payments.
“Maryland consumers deserve transparency in their online purchases and should not face hidden monthly fees,” said Attorney General Brown. “This settlement secures refunds for affected Marylanders and sets clear guidelines to prevent similar deceptive practices.”
AdoreMe must now obtain affirmative consent from consumers before enrolling them in the VIP program and clearly disclose its terms before billing. The company is required to provide enhanced monthly billing notices, ensure easy access to membership terms, and simplify the cancellation process with an accessible online mechanism. AdoreMe must promptly process cancellation requests and issue timely refunds. To prevent excessive credit accumulation, the company will stop billing accounts with more than 12 months of unused credits.
Refunds for consumers with inactive memberships are expected to be mailed within two to three months, while active members will be contacted within one to two months to request refunds. Consumers with questions can contact the Consumer Protection Division at 410-528-8862. AdoreMe also agreed to pay $250,000 to the Attorney General’s Office as part of the settlement.
The settlement, detailed on the Maryland Attorney General’s website, aims to protect consumers from hidden fees and ensure transparency in online retail. The agreement allows AdoreMe to continue its VIP program but under stricter guidelines to prevent misleading practices. This resolution reflects Maryland’s ongoing efforts to safeguard consumers from deceptive marketing tactics in the digital marketplace.
By addressing the lack of transparency in AdoreMe’s enrollment process, the settlement provides financial relief to affected Marylanders and establishes a model for fair business practices. The Consumer Protection Division’s action underscores the state’s commitment to holding companies accountable for practices that harm consumers, ensuring that online shopping remains a safe and trustworthy experience for Maryland residents.
