Thirty Madison Settlement Requires at Least $900K in Payments

New York settlement requires consumer relief and changes to recurring billing and cancellation across brands including Keeps and Nurx. 

Thirty Madison, the online health company behind brands including Keeps, Nurx and Cove, has reached a settlement with the New York Attorney General over subscription enrollment, recurring charges and cancellation practices.

The agreement requires Thirty Madison to pay $400,000 to New York State and provide restitution to eligible consumers. It sets a $500,000 minimum for consumer restitution. If qualifying restitution falls below that amount, Thirty Madison must pay the difference to the state.

That puts the settlement’s minimum financial relief at $900,000.

The New York Attorney General’s Office said its investigation found that Thirty Madison did not clearly disclose some subscription terms and fees and made cancellation difficult for customers.

The investigation covered automatically renewing subscriptions for non-prescription products as well as prescription refill programs that charged customers automatically.

Among the issues cited by the state were unclear disclosures that purchases would renew automatically, promotional prices that increased later and fees or other requirements that were not disclosed before purchase.

A large part of the settlement focuses on what happened when customers tried to leave.

Cancellation requests could stretch for weeks

The Attorney General’s findings describe a cancellation process at Keeps that could involve repeated attempts to retain a customer before the cancellation was completed.

Customer service agents used scripts offering discounts, shipment delays or other reasons to stay. According to the settlement, Keeps instructed agents to be aggressive in trying to win customers back.

Customers could receive as many as seven communications over two weeks or more before their cancellation was completed.

In some cases, customers who did not respond to a win-back attempt received an email saying their subscription would be canceled. Sending that email did not automatically complete the cancellation. Instead, the request returned to a customer service agent’s queue.

The state found similar delays at Nurx.

Between April 2022 and January 2023, the average time to process a Nurx cancellation request was more than 21 days, according to the settlement. Some consumers reported that they continued to be charged or received products after asking to cancel.

Thirty Madison neither admits nor denies the Attorney General’s findings. The agreement states that it is not an admission of liability.

Settlement changes how cancellation must work

Under the agreement, Thirty Madison must make an online cancellation option available inside customer accounts.

Customers must be able to cancel online in one click without being sent to another webpage or moved into another channel such as email.

Thirty Madison may ask whether a customer wants to receive a win-back offer. But the customer does not have to engage with that offer before the cancellation is processed.

The cancellation must take effect when the customer submits the request. Thirty Madison cannot require another response or confirmation email before completing it.

The agreement also requires changes to disclosures around recurring subscriptions, prescription refill programs, prices and fees.

Eligible consumers may receive restitution for certain charges, including some charges made after they asked to cancel.

Insider Take

There’s nothing unusual about trying to save a customer who wants to cancel. The Thirty Madison settlement shows what can happen when the save attempt gets in the way of the cancellation itself.

A win-back offer and a cancellation request are two different things.

When someone says they want to leave, the business needs one clear answer about whether that subscription is still active.

According to the Attorney General, some Thirty Madison cancellation requests stayed open while retention messages continued. Some went back into an agent queue instead of being completed.

That is where the settlement gets especially interesting for subscription operators.

Thirty Madison can still ask customers whether they want a win-back offer. Customers do not have to participate in that conversation to cancel.

The case shows how quickly a retention effort can become a different kind of problem when the customer thinks the subscription is over but the business still treats it as active.

Sources 

• New York Attorney General: Attorney General James Secures $400,000 from Online Medication Provider for Deceiving Consumers, August 2026
• New York Attorney General: Thirty Madison Assurance of Discontinuance, 2026
• Crain’s New York Business: Thirty Madison subscription settlement coverage, August 25, 2026