The approach also has “a deep irony at its core,” because the company has long marketed itself as one of the safest ways to get around — especially after a night out, said Nora Freeman Engstrom, a legal ethics professor at Stanford Law School.

“Uber’s strategy recycles an old and ugly script: If a woman drank, if she rode alone, if it was late, if her memory is imperfect, then maybe she is to blame,” Ms. Engstrom said. “But those are precisely the circumstances when Uber told consumers its service was supposed to protect them.”