According to the suit, Next Insurance's ads use Meta's audience selection tool to choose to only advertise to young men.

Most of the lawsuits were filed in the Northern District of Illinois, where Allstate is based, but one is in the Northern District of California.

The insurance companies were also accused of breach of covenant of good faith and fair dealing.

Plaintiff's counsel: "At a certain point, you've got to go all the way, or [insurers] are never going to learn."

A major challenge in a case like this is getting the class certified, says an attorney close to the case.

The lawsuit alleges the insurer covertly collected the data.

"I'm hoping that insurance companies take a look at... the way they handle cancellations, and make some changes."

Other major insurers, including USAA and The Hartford, have faced similar allegations this year.