Norwegian Cruise Line Settles with States Over COVID Sales Tactics
Cruising shut down worldwide in 2020 as COVID-19 spread, but years later, the industry is still dealing with the fallout.
On April 10, 2026, a group of state attorneys general announced a settlement with Norwegian Cruise Line (NCL) over how the company promoted cruises and communicated with customers during the early months of the pandemic.
Illinois Attorney General Kwame Raoul said the investigation looked at whether NCL’s marketing and sales messages misled consumers about the safety of cruising at the time.
The settlement applies to NCL Bahamas Ltd., the corporate entity behind the cruise line.
State officials said the agreement is meant to prevent cruise companies from making unsupported claims about safety or travel conditions during future emergencies.
“I am pleased that this settlement sends the clear message that in times of emergency, it is crucial to put people before profits,” Raoul said. “I remain committed to advocating for consumers to ensure that their rights and safety are protected.”
Under the agreement, NCL cannot make deceptive or unsubstantiated statements to customers during future disaster declarations.
The cruise line must also introduce new training for employees who interact with customers and ensure senior management reviews marketing messages before they are used during emergencies.
The announcement also highlights how much money was returned to passengers after cruises were cancelled during the pandemic.
Between March 2020 and November 2025, NCL issued more than $3 billion in reimbursements to customers across the United States. That total includes about $2.6 billion refunded to credit cards and another $505 million issued as future cruise credits.
NCL will also pay $2 million to the states involved in the settlement, including $116,000 to Illinois.
The settlement includes attorneys general from Connecticut, Florida, Louisiana, Minnesota, North Carolina, Nevada, New Jersey, Pennsylvania, Texas, Utah, and Wisconsin.
Investigation Traces to Early Pandemic Sales
The dispute dates to the chaotic early weeks of the COVID-19 pandemic, when cruise ships were rapidly cancelling voyages and passengers were trying to decide whether it was safe to sail.
In March 2020, the Florida Attorney General’s Office opened an investigation into NCL after internal sales scripts were leaked to the media. Those messages allegedly instructed sales staff on how to respond to customers worried about the coronavirus.
Some of the talking points suggested the virus could not survive in warm tropical weather or implied cruises were less risky than other types of travel.
Leaked scripts included, “The Coronavirus can only survive in cold temperatures, so the Caribbean is a fantastic choice for your next cruise” and “The only thing you need to worry about for your cruise is do you have enough sunscreen.”
The cruise line said at the time that the statements did not represent company policy and that employees were instructed not to use the scripts.
The controversy came as the entire cruise industry faced growing scrutiny over COVID outbreaks onboard ships. Within weeks, the US Centers for Disease Control and Prevention issued a “No Sail Order,” halting cruise operations from US ports. The shutdown lasted more than a year and forced cruise lines to cancel thousands of voyages worldwide.
State officials say the goal is to ensure that future marketing and sales messages accurately reflect travel risks if another crisis affects the industry.
Norwegian Cruise Line Settles with States Over COVID Sales Tactics