ALO Yoga Hit with $150 Million Class-Action Lawsuit
Jack UtermoehlALO Yoga Hit with $150 Million Class-Action Lawsuit Over Hidden Influencer Sponsorships
June 19, 2025 – United States
ALO Yoga and over a dozen influencers are facing a proposed $150 million class-action lawsuit filed by consumers from Illinois and Florida. Plaintiffs allege that paid endorsements on Instagram were presented without the required “#ad” or “paid partnership” disclosures, violating FTC guidelines and misleading customers.
The complaint identifies Alina Sulici and Alex Chihaia as lead plaintiffs. It states that approximately 90% of ALO’s revenue comes from online sales and its Alo Moves platform, which relies heavily on influencer-driven content. Sponsored posts appeared organic, with no visible label indicating compensation, potentially influencing consumers to pay premium prices for the products.
“The complaint alleges that ALO and the influencers went to great lengths to hide their commercial relationship,” said Tara Sattler, partner at law firm Weintraub Tobin. FTC rules require disclosures like “#ad” to ensure transparency. Plaintiffs argue that deceived consumers paid more based on perceived genuine endorsements.
If the case proceeds, it seeks more than $150 million in damages, restitution, and injunctive relief. It aims to enforce stricter disclosure guidelines for influencer marketing, a precedent with implications across the wellness industry.
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