U-Haul Uses ‘Bait-and-Switch’ Advertising, According to Investigation by Watchdog Group
Last updated June 12, 2025
An investigation by Truth in Advertising (TINA.org), a consumer watchdog group, found U-Haul uses a “multifaceted, deceptive bait-and-switch pricing scheme” that hides the true cost of its truck rentals by omitting mandatory fees and charges from advertised pricing.
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TINA said that, as a result, consumers nationwide are “being charged more than they bargained for, in violation of federal and state laws.”
Based on its findings, TINA filed a complaint last month with the Federal Trade Commission (FTC) and consumer protection officials in 20 states and the District of Columbia.
For more than 20 years, U-Haul has advertised truck rentals for as low as $19.95 a day for in-town moves. You’ve probably seen this offer plastered on its vehicles.
“There is not a single consumer in the entire country who will pay this price for a U-Haul truck rental,” said TINA.org executive director Bonnie Patten. “This outrageous bait-and-switch scheme needs to stop.”
TINA says U-Haul does not disclose mandatory fees, including an environmental fee and a vehicle cost recovery fee, that can inflate the final cost to “well above the artificially low advertised price.”
In its complaint to the FTC, TINA says consumers must navigate through more than 10 webpages and pop-up screens before arriving at their virtual shopping cart. When they do, the complaint alleges, “two never-before-mentioned, mandatory fees are automatically added to the total cost of the rental.”
TINA says the cost of mandatory fees, plus optional basic insurance coverage, add up to more than double the advertised price.
U-Haul told Checkbook it was not commenting on TINA’s allegations.
U-Haul’s ads include a disclaimer that its $19.95 price does not include “mileage/fees.”
But fine print can be problematic, Laura Smith, TINA’s legal director, told Checkbook, especially when it contradicts the main marketing message.
“Now, take that fine print and put it on a moving vehicle,” Smith said. “What are the chances that you will see it?”
U-Haul says the typical mileage fees for in-town rentals are $.59 to $.99 per mile, depending on the vehicle size and location. TINA found that in-town mileage fees are often higher than this average range, sometimes topping $2 per mile.
As part of its investigation, TINA reviewed thousands of consumer complaints about U-Haul’s business practices and found complaints about other surprise charges, including after-hours service fees, extra mileage fees, cleaning fees, and late fees.
Based on more than 700 consumer reviews, U-Haul International has a one-star rating on the Better Business Bureau website.