Truth in Advertising (TINA.org), a consumer watchdog group, has accused U-Haul of using a deceptive bait-and-switch pricing scheme that hides mandatory fees from advertised truck rental prices.
TINA’s investigation revealed that U-Haul’s advertising promotes truck rentals starting at $19.95 per day for in-town moves but omits mandatory fees such as environmental and vehicle cost recovery charges. These fees significantly increase the total rental cost beyond the advertised price.
The complaint filed by TINA with the Federal Trade Commission (FTC) and consumer protection agencies in 20 states and Washington, D.C., highlights that consumers encounter over 10 webpages and pop-ups before reaching the final price, where undisclosed mandatory fees are automatically added.
According to TINA, these fees combined with optional insurance can more than double the initially advertised rate. U-Haul includes disclaimers stating that mileage and fees are excluded, but TINA notes such fine print is often missed, especially when displayed on moving vehicles.
The investigation also found that mileage fees frequently exceed U-Haul’s stated range of $0.59 to $0.99 per mile, sometimes surpassing $2 per mile. Additional consumer complaints detail surprise charges like after-hours and cleaning fees, as well as late fees.
Based on over 700 consumer reviews, U-Haul holds a one-star rating on the Better Business Bureau website. U-Haul declined to comment on the allegations when contacted.