A consumer advocacy organization has alerted the federal Bureau of Consumer Protection to what it says are an online cremation service’s repeated violations of court orders mandating that the company cease deceptive practices.
Truth in Advertising, known as TINA, claims in a May 11, 2026 letter that Legacy Cremation Services, which has done business under several different aliases is a “brazen serial offender” of several rulings, including a 2023 federal court order, that enjoined Legacy from “misrepresenting or assisting others in misrepresenting” the location and scope of business operations, the location or identity of any other business that provides services to consumers and the cost and fees associated with services provided.
Key Takeaways
- TINA alleges Legacy Cremation Services repeatedly violated court orders prohibiting deceptive cremation advertising practices
- Legacy allegedly misrepresented local operations, inflated prices, and withheld remains until consumers paid additional fees
- Funeral associations and regulators warned about Legacy for years, but alleged abuses continue nationwide
Legacy has also been known by names such as Heritage Cremation Provider, Evergreen Funeral Home and Crematory, and Carolina Central Crematory, among others. The company was accused by the federal government and several state governments of misrepresenting itself as a local provider of cremation services when, in reality, it was contracting with cremation providers, which Truth in Advertising says is continuing. Often, the courts ruled, Legacy practiced “bait and switch” tactics in which consumers were quoted one price for services and then charged significantly more.
“Legacy is exploiting particularly susceptible consumers who must make time-sensitive decisions at a moment of profound grief and emotional vulnerability,” TINA.org Executive Director Bonnie Patten said in a press release. “This behavior is shameful, harms consumers and must be stopped.”
TINA said it had “identified more than 60,000 web pages” that violated the 2023 federal court order, providing examples in which the company called itself the “Most Trusted Cremation Service” in various locales, including Hull, MA, New York, Kansas, Puerto Rico and American Samoa. In small print on some, but not all, of its web pages, Legacy discloses that it is a “Colorado licensed funeral home” that “does not perform cremation services itself” and instead partners with local funeral homes.
“Indeed, based on Legacy’s current deceptive advertising practices, it appears that neither the order nor the various enforcement actions filed against it by more than a dozen states, have had any material impact on the way Legacy advertises its services,” the TINA letter argues.
Legacy has had a fraught history for years. In a 2022 lawsuit, the Federal Trade Commission outlined a sophisticated operation in which Legacy or its aliases manipulated internet search engines to make sure advertisements for its services appeared at the top of searches and would “prominently display the name of the city or town for which the consumer searched,” a practice which sometimes fooled consumers into believing they were dealing with a local funeral home.
Despite its claim to provide cremations at extremely low costs, the company quoted prices that were not always honored, and consumers were sometimes given an ultimatum: pay the bill or the cremated remains would not be returned.
“Some consumers pay the higher prices because they know of no other option to recover the remains,” the suit stated.
The New Jersey State Funeral Directors Association first alerted its members and the State Board of Mortuary Science of New Jersey concerning Legacy after the company had its registration suspended in Colorado in June 2017. The NJSFDA urged members to conduct due diligence before taking any trade work on behalf of any company or funeral home that is not explicitly coming from the legal next of kin.
The National Funeral Directors Association then issued an alert to its members in August 2017 concerning Legacy, warning funeral directors of Legacy’s practices.
But despite the repeated warnings, various court orders and fines, Legacy continues to inflate costs and misrepresent itself, leading to ongoing consumer harm, TINA argued. The advocacy group included several first-hand stories from those who dealt with Legacy, including tales of lost bodies, mishandled arrangements, cremated remains held hostage and hidden costs.
“Absolute vultures,” one consumer told TINA.