B --> rho l nu Decay and |V_{ub}|

B --> rho l nu decay is analyzed in the effective theory of heavy quark with infinite mass limit. The matrix element relevant to the heavy to light vector meson semileptonic decays is parametrized by a set of four heavy flavor-spin independent universal wave functions at the leading order of effective theory. The form factors are calculated at the leading 1/m_Q order using the light cone sum rule method in the framework of effective theory. |V_{ub}| is then extracted via B --> rho l nu decay mode.