On May 11, 2026, the Washington attorney general (AG) settled with Homeaglow Inc. d/b/a Dazzling Cleaning (Homeaglow), a cleaning service company, and related parties, for $2.25 million over alleged violations of the Washington Consumer Protection Act for unfair and deceptive advertising and negative option membership practices.

A negative option plan, as defined by the Washington AG, is “an offer for services under which the customer’s silence or failure to take affirmative action to reject the service or to cancel the agreement is interpreted by the seller as acceptance of the offer.” These plans can include various automatic renewal programs, such as Homeaglow’s monthly cleaning program, which the Washington AG alleges was deceptively advertised.

The Washington AG filed a complaint in the King County Superior Court the same day as its consent decree. Within its complaint, the Washington AG alleged that Homeaglow advertised a $19 single trial cleaning but instead signed the customers up for a $59/month ForeverClean recurring membership. The complaint outlined that Homeaglow failed to clearly and conspicuously disclose the material terms to inform the customer that they were signing up for a six-month autorenewal program, which actually cost more than $100 to cancel even though it was advertised as able to be canceled at any time. Additionally, the AG alleged that the cleaning service created false urgency by including a timer that is meant to indicate that the offer is expiring during the purchase flow, when instead the timer would simply restart once it reached zero.

Additionally, the Washington AG alleged that Homeaglow deceived its customers by failing to include negative reviews on its platform and improperly advertising a five-star “Excellent” TrustPilot rating, when instead the cleaning service had a 1.3-star rating on the third-party website.

Homeaglow agreed to settle these allegations for $2.25 million, as well as various injunctive terms and four years of monitoring. In accordance with the settlement agreement, Homeaglow has now agreed to refrain from the allegedly deceptive practices, including by clearly and conspicuously disclosing its autorenewal membership’s material terms and by making the cancellation process as easy as enrolling in the plan.

Why It Matters

Although the Federal Trade Commission remains an active regulator of negative option marketing, companies should remain vigilant of state enforcement as well since state AGs remain active in monitoring advertising practices throughout the country. Companies should ensure their disclosures remain clear and conspicuous and accessible to consumers, while also ensuring their negative option plans adhere to state and federal requirements.

Troutman Pepper Locke State Attorneys General Team

Ashley Taylor – Co-leader and Firm Vice Chair
Ashley is co-leader of the firm’s nationally ranked State Attorneys General practice, vice chair of the firm, and a partner in its Regulatory Investigations, Strategy + Enforcement (RISE) Practice Group. He helps his clients navigate the complexities involved with multistate attorneys general investigations and enforcement actions, federal agency actions, and accompanying litigation.
Clay Friedman – Co-leader
Clay co-leads the firm’s State Attorneys General practice and is nationally ranked by Chambers USA for AG Government Relations and in Best Lawyers for Advertising Law. He has dedicated his entire career to state attorney general and federal work, serving for nearly a decade in a senior role and more than 25+ years in private practice. Clay focuses his practice on helping industry-leading companies mitigate the risks associated with state and federal regulatory investigations and associated litigation.
Chris Carlson
Chris advises clients on regulatory, civil, and criminal investigations and litigation. With a background as an assistant attorney general, he provides practical guidance to clients with matters involving state attorneys general and federal regulatory agencies.
Lauren Fincher
Lauren has vast experience handling state attorneys general investigations, navigating complex regulatory compliance matters, and providing strategic counsel in enforcement actions across various industries. She helps clients manage high-stakes regulatory matters and guides them through complex legal landscapes.
Stephen Piepgrass
Stephen leads the firm’s Regulatory Investigations, Strategy + Enforcement (RISE) Practice Group, representing clients in single and multistate enforcement actions, including inquiries and investigations, as well as litigation involving state attorneys general and other state and federal governmental enforcement bodies. He has significant experience handling actions with federal agencies, including the CFPB and FTC, as well as single plaintiff and class action litigation for clients in highly regulated sectors such as financial services, health care, pharmaceutical, and education.
Michael Yaghi
Mike handles high-profile state attorneys general, FTC, and CFPB investigations by advising clients through these complex government inquiries. He assists clients through the entire life cycle of investigations, from regulatory enforcement through formal litigation.
Matthew J. Berns
Drawing on his experience in senior leadership roles in the New Jersey Attorney General’s and Governor’s Offices and as a trial attorney for the U.S. Department of Justice, Matt provides an insider’s perspective when guiding clients through complex government investigations, litigation, and other actions.
Samuel E. “Gene” Fishel
Gene is a former regulator with two decades of experience who has overseen state privacy and cybersecurity regulation enforcement, led national, multistate attorneys general privacy investigations, and prosecuted computer crimes at the state and federal levels. He has served at the forefront of state attorney general and federal enforcement, and utilizes this experience to proficiently represent client interests.
Jeff Johnson
Jeff helps clients navigate complex regulatory and litigation challenges with local, state, and federal authorities. His clients benefit from his decade of broad litigation experience, understanding of emerging state and federal regulatory issues, and strong relationships with attorneys general across the U.S. In addition to handling cases from trial through state or federal appeals, Jeff serves as amicus counsel in advancing legal rules to support his clients’ vital interests.
Jay Myers
Jay assists clients in heavily regulated industries, including health care, energy, insurance, emerging industries, and data privacy. He provides both regulatory legal advice and government relations strategies. Jay’s past and current clients include Fortune 10 companies, startups, nonprofits, industry associations, and advocacy groups. Recognizing that state government matters are often complex and multifaceted, he utilizes regulatory guidance, government advocacy, or both in tandem to deliver tailored solutions for each client’s unique needs.
Zoe Schloss
Zoe represents clients in litigation and government investigations. As former deputy attorney general for the Delaware Department of Justice, she is an experienced litigator who understands the enforcement priorities that impact her clients. Zoe works with individuals and corporate entities in highly regulated industries, including financial services, health care, and energy.
Jessica Birdsong
 Jessica is an associate in the firm’s Regulatory Investigations, Strategy + Enforcement Practice Group. She received her J.D. from the University of Richmond School of Law, magna cum laude, where she served as associate articles editor of the Journal of Law & Technology.
Troy Homesley
Troy is an accomplished litigator who has represented and defended clients across a wide range of complex, high-stakes disputes at both the trial and appellate levels. He has represented technology companies, business executives, law firms, investment funds, high-ranking federal officials, international non-profits, and asylum seekers. Troy draws on his broad litigation experience to advise clients before litigation arises, while claims are pending or threatened, and leading up to and through trial and appeals.
Namrata Kang
Namrata (Nam) is an associate in the firm’s Regulatory Investigations, Strategy + Enforcement (RISE) Practice Group, based in the Washington, D.C. office. She routinely advises clients on a wide variety of state and federal regulatory matters, with a particular emphasis on state consumer protection laws relating to consumer financial services and marketing and advertising. Nam’s experience transcends multiple industries, including financial services, telecommunications, media, and sports betting.
Michael Lafleur
Michael is an associate in the firm’s Regulatory Investigations, Strategy, and Enforcement Practice Group. Based out of the firm’s Boston office, Mike has deep experience in litigation, investigations, and other regulatory matters involving state-level regulators and state attorneys general.
William LaRosa
Bill represents clients in complex regulatory investigations, state attorneys general matters, and enforcement proceedings, drawing on his experience as a former assistant U.S. attorney and private sector litigator in high stakes, multistate AG and regulatory matters.
Philip Nickerson
Philip represents clients in sectors such as financial, tech, real estate, and energy in a range of litigation matters. He is experienced in matters involving trade secrets, government investigations, commercial contracts, construction and product defect.
Lane Page
Lane specializes in federal and state regulatory investigations and complex civil litigation. He focuses on representing financial institutions and other businesses, with a particular emphasis on consumer protection and fair lending issues.
Dascher Pasco
Dascher is an attorney within the Regulatory Investigations, Strategy, and Enforcement practice, based in the Richmond office. She joined our firm after working in personal injury and medical malpractice for a Virginia trial law firm. Dascher brings varied legal experience to the firm with strong litigation and regulatory strategy capabilities.
Kyara Rivera Rivera
Kyara is an associate in the firm’s Regulatory Investigations, Strategy + Enforcement Practice Group. She received her J.D. from the University of Richmond School of Law, cum laude, where she served as publications and online editor of the Public Interest Law Review.
Timothy Shyu
Timothy is an associate in the firm’s Regulatory Investigations, Strategy + Enforcement Practice Group.
Trey Smith
Trey focuses his practice on representing and advising regulated utilities before state public utility commissions. He routinely helps clients obtain certificates of public convenience and necessity for transmission infrastructure. In this role, Trey works with his clients’ subject-matter experts to manage administrative proceedings, including by preparing initial filings; responding to discovery requests; drafting rebuttal testimony; and litigating any disputed issues.
Daniel Waltz
Dan helps clients navigate all aspects highly regulated relationships between industry participants and federal, state and local governments. Whether engaging with regulators, negotiating transactions or representing clients in the courtroom, he delivers solutions that help his clients achieve their strategic goals.
Stephanie Kozol
Stephanie is Troutman Pepper Locke’s senior government relations manager in the state attorneys general department.