Class Action Lawsuit Claims AG1 Unlawfully Enrolls Consumers in Unwanted Subscriptions

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A proposed class action lawsuit alleges that health supplement manufacturer AG1 has illegally enrolled consumers into automatically renewing, difficult-to-cancel subscriptions without their consent, resulting in perpetual recurring charges.

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The 33-page AG1 class action lawsuit claims that when a consumer purchases AG1 products, they are “surreptitiously” enrolled by the defendant into an automatically renewing subscription, in violation of the California Automatic Renewal Law (ARL). The suit also accuses AG1 of making it “exceedingly difficult and unnecessarily confusing” for a consumer to cancel their subscription when they eventually realize they were enrolled without authorization.

According to the filing, the ARL requires online retailers to provide the complete terms of automatic subscription renewals in clear, conspicuous language. A company must also obtain consumers’ affirmative consent to charge their payment method for the product or service and provide a timely, easy-to-use mechanism to cancel the subscription, the complaint says.

The lawsuit stresses that AG1 has been “entirely non-compliant” with ARL guidelines, as the company allegedly makes no references to automatic renewal during the checkout process, except for a tiny notation of “every 30 days” under a product on the order summary page, which can easily be overlooked by consumers. The lawsuit contends that the “every 30 days” disclosure at checkout does not provide sufficient information to qualify as a proper disclosure.  

“Importantly,” the case states, “the disclosure in the relevant portion of the checkout page does not indicate what action a consumer must take to be bound to the AG1 subscriptions recurring charges.”

At no point in the checkout process does AG1 require consumers to read or affirmatively agree to the subscription terms, the case says. The lawsuit shares that consumers who purchase AG1 supplements are not required to select or click a checkbox next to the terms of automatic renewal.

The case says that, after consumers place orders on the checkout page, AG1 will apparently send a form email confirming their purchase. However, even the confirmation email fails to include the terms required by the ARL, including the automatic renewal terms, the cancellation policy, and clear, succinct information on how to cancel an AG1 subscription. Additionally, the case notes, AG1 does not provide a toll-free telephone number or information about an easy, convenient method for cancelling subscriptions.

“... [D]isclosures of these required automatic renewal terms are either missing altogether, are deceptively incomplete, objectively inaccurate, and/or are conspicuously buried in the tiny fine print,” the AG1 class action lawsuit emphasizes.  

The lawsuit further highlights that AG1 utilizes so-called “dark patterns,” deliberate designs in a website and/or user interface that guide consumers might do things they otherwise would not, such as enrolling in a subscription service after a one-time purchase. Dark patterns deliberately frustrate consumers who want clear, accurate, and timely information about their purchases, the case states.

The filing says that many companies, including AG1, deliberately adopt complex procedures designed to manipulate consumers into sticking with a subscription service they never actually wanted. When a cancellation process is too arduous, consumers tend to remain subscribed, the suit says.

The plaintiff purchased two AG1 health supplements from the AG1 website in March 2025. The lawsuit shares, and when he placed his order, he reasonably believed that he was making a one-time purchase plus three free “gifts.” Instead, the case shares, he was enrolled in an AG1 subscription without having given his consent. The lawsuit says that after he was charged a second time for the subscription, he attempted to cancel it, but the process was so convoluted and confusing that he accidentally enrolled in a bi-monthly AG1 subscription.

The AG1 class action lawsuit seeks to cover all individuals in California who, within the applicable statute of limitations period, up to and including the date of final approval, were charged a renewal fee for an AG1 subscription by the defendant.

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