Alabama Attorney General Steve Marshall announced that Alabama has joined a coalition of 22 state or county law enforcement agencies in a lawsuit against Uber Technologies, Inc. and Uber USA, LLC, alleging the company used deceptive enrollment, billing and cancellation practices to market its Uber One subscription service.

According to a news release, the coalition joined a lawsuit previously filed by the Federal Trade Commission that is pending in the United States District Court for the Northern District of California. A trial is currently scheduled for February 2027.

Per the complaint, Uber engaged in unfair and deceptive practices while promoting Uber One, a paid subscription service marketed as a way for consumers to save money on rides and food deliveries. The lawsuit alleges Uber used negative option marketing tactics by offering free trials that automatically converted into paid subscriptions if users did not cancel. It further claims the company misrepresented how much consumers could save through Uber One and made cancellation unnecessarily difficult once users enrolled.

The lawsuit also alleges Uber charged some consumers before their stated billing dates, including users whose free trial periods had not yet expired. In other cases, the complaint claims consumers were billed even though they never knowingly signed up for the subscription.

“Big corporations like Uber don’t get a free pass to break the law. Advertising ‘free’ trials and then trapping consumers in subscriptions they can’t easily cancel is deceptive, plain and simple,” Marshall said in the release. “Millions of Americans signed up for Uber One trusting the company’s promises. Others never signed up at all yet were charged anyway. That kind of corporate abuse is exactly why our coalition joined the FTC’s lawsuit. We are standing up for consumers and sending a clear message: no company, no matter how big, is above the law.”

Marshall’s office is seeking restitution for affected consumers, along with civil penalties, costs and a court injunction to halt the alleged practices. The lawsuit cites violations of Alabama’s Consumer Protection Act and the federal Restore Online Shoppers’ Confidence Act, a law designed to prevent deceptive online sales and billing practices.

The multistate coalition is led by Maryland and includes the attorneys general of Arizona, Connecticut, Illinois, Michigan, Minnesota, Missouri, Montana, Nebraska, New Hampshire, New Jersey, New York, North Carolina, Ohio, Oklahoma, Pennsylvania, Virginia, West Virginia and Wisconsin, as well as officials from the District of Columbia. The Alameda County District Attorney in California is also part of the coalition.

Consumers who believe they were affected by Uber One’s subscription practices are encouraged to file a complaint with the Alabama Attorney General’s Office at www.alabamaag.gov/consumer-complaint/ or contact the Consumer Hotline at (800) 392-5658 or (334) 242-7335.

The complaint in its entirety can be read at www.alabamaag.gov/.