BBB believes that businesses should regulate their own advertising efforts, using ethics and truth in in advertising as their guiding principles. Businesses should be ready to support any claims they make. By having businesses substantiate their claims, we hope to address possible advertising concerns before they become formal consumer complaints. This promotes consumer trust in businesses and helps build a stronger marketplace.
So how does Ad Review work?
Each week the BBB reviews numerous sources of advertisements to be sure advertisers are in compliance with the BBB Code of Advertising. We also receive complaints of unfair ads from both competitors and consumers.
BBB staff carefully review each ad and assess it against the BBB Code of Advertising. If an ad appears not to meet the standards outlined in the BBB Code of Advertising, or if some component of the ad appears potentially misleading, the BBB contacts the business (in writing) identifying the issues and requesting some form of action. Advertisers maybe asked to substantiate, change or discontinue the advertisement, so that it meets BBB ethical standards. BBB may then choose to clarify the details of the ad in question on the company’s BBB Business Review, or we may report the failure of a business to substantiate, change or discontinue a controversial ad on the company’s BBB Business Review.
The ultimate purpose of the BBB Ad Review program is to better assist businesses in fairly and ethically promoting their products and services, while working to protect consumers from being misled or ripped off by dishonest advertising.
If your business receives notification of a BBB Ad Review regarding one of your company’s advertisements, we encourage you to work with us to help clarify your ad. Our intent is to inform and educate, not punish local businesses. If you see an advertisement that is of concern we encourage you to record the details of the ad and send them to us at email@example.com.
The BBB Ad Review is just another example of our organization working in the community to Advance Trust Together.