Business ProfileforMac's Tree Service, Inc.

On May 30, 2019 and twice thereafter, BBB contacted the business regarding its misuse of the International Society of Arboriculture's (ISA) logo and references of being ISA certified arborists at the company level. In particular the company makes the following claims; "We are licensed general contractors in Arkansas, Louisiana and Mississippi and nationally certified by the International Society of Arboriculture," and "Certified arborists, like Mac's Tree Service, Inc. are specifically trained to plant and maintain the trees native to the area."

Under the basic principles of the BBB Code of Advertising, an advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true.

The ISA sets out specific guidelines for the use of ISA logos under their Branding and Style Guide; "Companies employing ISA members may use the logo only for company advertisements, stationery, and equipment if used in conjunction with the words "On Staff." On websites or other marketing materials, individual names must be listed in connection with the member logo."

BBB requested that modifications be made to the website to bring it into compliance with the ISA Branding and Style Guide, eliminating the possibility that consumers may be misled into believing all employees of Mac's Tree Service are ISA Certified Arborists.

As of November 4, 2019, the business has failed to make the requested changes.