Position Paper 2 - Breaches of Ethics
Hannah Diffee
Professor Reppert
Principles of Public Relations
Oct. 2025
Position Paper 2 - Breaches of Ethics
Homeaglow $19 House Cleanings: A Great Deal or a Complete Scam?
In an age where misinformation can spread with just one click, ethical marketing practices are more important than ever. Ethics, from a philosophical perspective, are the standards that guide people's decisions and actions, often involving a distinction between what is morally right and what is morally wrong. In marketing, ethics guide a company's promotional strategies, ensuring that they are transparent and responsible. "Organizations that establish and implement marketing ethics are typically trying to respect the rights, desires, and expectations of consumers" (Indeed).
Ethical marketing practices include...
- following applicable laws and regulations (the minimum standard)
- acting with integrity beyond legal requirements, ensuring that actions align with words and values
- avoiding and mitigating harm
- making decisions that demonstrate responsibility to customers, stakeholders, and society
(according to the American Marketing Association)
An organization that does not engage in ethical marketing risks alienating its audience, damaging its reputation, and facing legal action. One company that has experienced significant challenges due to its marketing and business practices is Homeaglow.
Homeaglow
Homeaglow is a home cleaning service that connects homeowners with independent cleaners in their local area. The service was founded in 2015 by Aaron Cheung and Xio Wei Chen, former executives of the home services company Homejoy. I first learned about the company from a TV commercial promoting its $19 home cleanings. I remember feeling incredulous and looking over at my mom, saying something along the lines of, "They'll clean your entire house for $19? That sounds like a scam." She agreed. At the time, I knew nothing about Homeaglow apart from what it had shared in its commercial, which you can watch below:
Above: Homeaglow Commercial
The Customer Experience
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| Above: Homeaglow discount vouchers |
When visiting the Homeaglow website, potential customers can click the "Get Clean for $19" button to begin their search. They can then enter their zip code to find available cleaners in their area and select from four discount vouchers, either for 2, 3, 4, or 6 hours of cleaning. At this time, users learn that the $19 discount voucher, offering 75% off the total price, is only available for the 3-hour cleaning option for a 1-bedroom, 1-bathroom home. For a larger home or a more thorough cleaning, customers will need to pay a higher fee.
After selecting a voucher, users are directed to the "Review" page, on which the company further reveals that each voucher requires users to purchase a 6-month ForeverClean membership for $59 per month. This membership allows Homeaglow users to book unlimited cleanings at a discounted rate of $25 per hour (price varies based on zip code).
Ultimately, ForeverClean members will pay $59 per month to save $30 on occasional cleanings, with only their first cleaning being $19. Customers who do not plan to schedule regular home cleanings will not benefit from purchasing a membership. In addition, if a customer cancels their membership before the six-month period ends, they will be charged the full price for their initial home cleaning. They will also be met with a significant cancellation fee. Customers have reported being billed over $100 for cancelling their subscription after unknowingly agreeing to it.
In addition to these fees, users must also pay their cleaner's hourly rate, as well as an app platform fee and a processing fee, resulting in a much steeper price than the advertised $19.
Above: The standard hourly rate for a Homeaglow cleaning versus the hourly rate with a ForeverClean subscription
Although the terms and conditions are listed before customers pay for a home cleaning, they are not clearly stated elsewhere. The company also creates a false sense of urgency by telling users that they have reserved one of the last remaining vouchers for a discounted cleaning and that the deal will be available only for the next 10 minutes. However, once the timer expires, it immediately resets. Due to this perceived scarcity, users might click "continue" without carefully reading the terms.
Watch this video about Homeaglow's misleading business practices:
Reviews of the service on the Better Business Bureau website reflect these complaints, with the company having a 1.3-star rating from an average of 1,213 customer reviews. In these reviews, customers describe Homeaglow as "fraudulent," a "rip-off," and "a complete scam."
Because Homeaglow connects homeowners with independent cleaners, rather than professionals trained by the company, many customers have reported dissatisfaction with the service provided (or the lack thereof).
Above: One cleaner allegedly ruined a client's hardwood floors by cleaning them with fabric softener.
Above: One customer claimed that his cleaner was under the influence of drugs.
The Cleaner Experience
Many cleaners have also reported unsatisfactory experiences with the company, particularly in the areas of workers' rights and wages. One cleaner shared on YouTube that she was harassed during a cleaning job due to her race and was not paid for the work she completed.
Mistreatment of workers has led to a class-action lawsuit being filed against the company in California. The suit accuses the company of mislabelling workers as "independent contractors" instead of employees, which allows them to avoid providing workers with basic employee rights such as a minimum hourly wage, overtime pay, paid sick leave, and rest and meal breaks. Cleaners working for Homeaglow are also responsible for covering all job-related expenses, including mileage, supplies, and other costs. The lawsuit also asks for "compensation for unpaid wages and reimbursement for cleaning supplies and other expenses" (ConsumerShield).
In 2020, the California Supreme Court established the "ABC Test," which determines the classification of workers in the state. To be classified as an independent contractor, an individual must:
1. be free from the control and direction of the hiring entity in connection with the performance of the work, both under the contract for the performance of the work and in fact;
2. perform work that is outside the usual course of the hiring entity's business
3. be customarily engaged in an independently established trade, occupation, or business of the same nature as that involved in the work performed
(according to the California Labor & Workforce Development Agency)
Sarah Thompson, the lead plaintiff attorney in the case, argues that Homeaglow has been exploiting its cleaners and should treat them as employees so they can receive proper protections and compensation.
“We believe that Homeaglow has been exploiting its cleaners by denying them the basic rights and protections afforded to employees under California law. This home goods class action aims to rectify these injustices and ensure that these hardworking individuals receive the compensation and benefits they deserve.”
– Lead Plaintiff Attorney, Sarah Thompson
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