NY AG Hits Online Med Provider Thirty Madison with $400K Settlement
NY Attorney General Letitia James announced a $400,000 settlement with Thirty Madison for consumer deception.
Why it matters: This enforcement highlights the increasing regulatory scrutiny on online health service providers, crucial for compliance and in-house legal teams to monitor evolving consumer protection standards.
- Thirty Madison operates brands Cove, Keeps, and Nurx, providing prescription and non-prescription meds.
- Investigation found failure to disclose subscription terms, non-refundable fees, and lack of easy cancellation violated New York law.
- Thirty Madison must pay $400,000, change subscription practices, and offer restitution to affected subscribers.
- The company must improve disclosures, ensure timely cancellations, inform consumers of intake rules, and process certain refunds automatically.
On August 24, 2026, New York Attorney General Letitia James announced a $400,000 settlement agreement with Thirty Madison, Inc., an online medication provider operating brands such as Cove, Keeps, and Nurx. The settlement resolves allegations that Thirty Madison engaged in deceptive consumer practices.
The investigation revealed that Thirty Madison failed to clearly disclose key subscription details and non-refundable fees, and did not offer a straightforward cancellation process. These practices violated New York consumer protection laws. The company’s subscription services include medications for conditions like hair loss, migraines, and skin issues.
Under the terms of the settlement, Thirty Madison must pay $400,000 to the state and modify its subscription model to comply with legal standards. The company is also required to provide restitution to a subset of subscribers, particularly those whose subscriptions were automatically renewed without clear consent.
Additionally, Thirty Madison must enhance consumer disclosures to clearly outline all intake requirements and subscription terms. The company must also ensure timely processing of cancellation requests and automate refunds where applicable.
Attorney General James emphasized the impact deceptive recurring fees have amid rising living costs: "As New Yorkers struggle with a rising cost of living, deceptive recurring fees can add up quickly and make life even harder to afford." This settlement continues the Office’s focus on protecting consumers from unfair practices in the digital marketplace, following recent similar actions against companies like 1-800-Flowers and Equinox Group.
By the numbers:
- $400,000 — settlement amount paid by Thirty Madison
- August 24, 2026 — date of settlement announcement
- 3 — brands operated by Thirty Madison (Cove, Keeps, Nurx)
What's next: The New York Attorney General’s office is expected to maintain active enforcement against deceptive subscription practices in the online health services sector.