Is It Illegal to Make It Difficult to Cancel a Subscription?

Every month, your favorite beauty subscription box arrives-serums, masks, lip tints, maybe even a mini candle. You love it. But when you try to cancel? You’re met with a maze: call during business hours, wait on hold for 22 minutes, answer five verification questions, then get told you can’t cancel until the end of your billing cycle. And if you try to cancel online? The button’s hidden under three layers of menus. Sound familiar? You’re not alone. And here’s the truth: making it difficult to cancel a subscription isn’t just annoying-it might be illegal.

What the law actually says

In the U.S., the Restore Online Shoppers’ Confidence Act (ROSCA) of 2010 made it clear: businesses can’t hide cancellation methods. If you sign up for a recurring service online, you must be able to cancel online, too. No phone calls required. No hoops. No waiting. And it’s not just federal law-over 30 states have their own rules. California’s Automatic Renewal Law (CAL) goes even further: companies must send you a reminder 30 days before renewal, and you must be able to cancel with the same ease you used to sign up. If you signed up in 60 seconds flat, canceling shouldn’t take 60 minutes.

Beauty subscription boxes aren’t exempt. Companies like Birchbox, Ipsy, and FabFitFun all operate under these rules. If your subscription renews automatically every month, they’re legally required to give you a simple, direct way out. No fine print. No buried links. No "contact customer service" as the only option.

How companies make cancellation hard

It’s not accidental. It’s business. The longer you stay, the more they profit. Here’s how they do it:

• Hidden cancellation buttons-buried in account settings, labeled "Manage Subscription" instead of "Cancel."
• Phone-only cancellation-forcing you to call during limited hours (9 a.m. to 5 p.m., Monday-Friday).
• Delayed cancellations-"You can’t cancel until after your next shipment ships."
• Confusing opt-out language-"Do you want to pause your box?" instead of "Do you want to cancel?"
• Multiple-step verification-answer three security questions, then confirm via email, then confirm via SMS.

One user reported spending 47 minutes on hold with a popular beauty box service. When she finally got through, the rep said, "We can’t cancel until your next box ships, and that’s in 12 days." She was charged $48 for a box she never opened-and couldn’t get it refunded.

Why this isn’t just unethical-it’s illegal

The Federal Trade Commission (FTC) has fined multiple companies for exactly this. In 2023, the FTC fined a major subscription service $1.2 million for making cancellation nearly impossible. The company had over 2 million users, and 78% of complaints cited "I couldn’t cancel." The FTC’s message was clear: if you make cancellation harder than signing up, you’re breaking the law.

State attorneys general are also stepping in. New York, Illinois, and Washington have all launched investigations into beauty and wellness subscription services. In 2025, a class-action lawsuit against a top beauty box brand resulted in a settlement requiring them to: (1) add a one-click cancel button, (2) send cancellation reminders 14 days before renewal, and (3) refund all customers who were charged after requesting cancellation.

What you can do right now

You don’t have to accept this. Here’s how to fight back:

1. Check your email-Look for the original sign-up confirmation. It should include a cancellation link.
2. Log into your account-Navigate to "Subscription" or "Billing." If you don’t see "Cancel," look for "Manage," "Edit," or "Preferences."
3. Use the "Cancel" button if it exists-Even if it’s hidden, using it creates a digital paper trail.
4. Email customer service-Write: "I am requesting immediate cancellation of my subscription under ROSCA and [Your State] Automatic Renewal Law. I do not consent to further charges after [date]." Keep a copy.
5. Dispute the charge-If you’re charged after requesting cancellation, contact your bank or credit card company. Say: "I requested cancellation, and the company failed to comply with federal law. I am disputing this charge as unauthorized."

Many banks now have automated dispute tools for subscription fraud. You don’t need a lawyer. Just clear proof you asked to cancel.

What companies should do

If you run a beauty subscription box, here’s what you need to fix:

• Put a clear "Cancel Subscription" button on every page of your account dashboard.
• Let users cancel online-no phone calls required.
• Send a cancellation confirmation email immediately after they click "Cancel."
• Stop auto-renewing if the user has requested cancellation-even if the next box has already been shipped.
• Train your customer service team to honor cancellations instantly. No delays. No excuses.

Companies that make cancellation easy don’t lose customers-they gain trust. And trust leads to repeat business when people choose to stay, not because they can’t leave.

Real consequences for ignoring the law

In 2024, a beauty subscription company in Texas was sued after 1,200 customers filed complaints with the state attorney general. The company was forced to pay $850,000 in fines and refunds. They also had to add a one-click cancel button and publish a step-by-step cancellation guide on their homepage.

Another company in Florida lost its ability to process credit card payments for six months after the FTC found they were deliberately obscuring cancellation options. Their revenue dropped 63% in one quarter.

These aren’t rare cases. They’re becoming the norm.

What’s next

The FTC is pushing for new rules in 2026 that would require all recurring subscriptions to: (1) allow cancellation within 24 hours of request, (2) send a cancellation confirmation within one hour, and (3) stop charging immediately after cancellation is confirmed. If passed, these rules will apply to every beauty box, fitness app, meal kit, and streaming service in the U.S.

For now, the law is already on your side. You didn’t sign up to be trapped. You signed up for great products. If a company makes it hard to leave, they’re not just being rude-they’re breaking the law. And you have the power to stop them.