Business ProfileforSan Jose Metals, Inc.

On October 28, 2019, BBB Serving Los Angeles and Silicon Valley requested that the business substantiate, modify, or discontinue claims on the company's website, www.sanjosemetalsrecycling.com. The company advertises:
- "Best Prices in Town"
- "For more than 20 years, we have been providing the fastest service and the
best prices in town."
- "Offers Highest Scrap Metal and CRV Prices in San Jose, CA"
- "SAN JOSE METALS RECYCLING offers the highest scrap metal and CRV
prices in San Jose, California."
- "When it comes to scrap metals, we beat competitors' pricing."
The company also advertises a coupon without a disclosed expiration date.

The BBB Code of Advertising states that, "1.1 The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB. 1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used. 1.3 An advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true. 1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact."

The BBB Code of Advertising also states, "Despite an advertiser's best efforts to ascertain competitive prices, the rapidity with which prices fluctuate and the difficulty of determining prices of all sellers at all times preclude an absolute knowledge of the truth of unqualified underselling/lowest price claims. 12.1 Advertisers must have proper substantiation for all claims prior to dissemination. 12.2 Unqualified underselling claims must be avoided. 12.3 Advertisers can lessen the potential for consumer confusion by appropriate qualifications to any underselling/lowest price claim, such as by stating, if truthful, that the advertiser will meet or beat a lower price. In such circumstances, the advertiser must comply with Section 13. 13.1 Advertisements which set out company policy of matching or bettering competitors' prices may be used, provided that: 13.1.1 The offer is made in good faith; 13.1.2 The offer clearly and conspicuously discloses fully any material and significant conditions which apply including, if applicable, what evidence a consumer must present to take advantage of the offer; and 13.1.3 The terms of the offer are not unrealistic or unreasonable for the consumer. 13.2 Advertisers should be aware that such claims, unless appropriately qualified, may create an implicit obligation to adjust prices generally for specific products or services. This may be the case where the advertiser's price for a product or service is not as low as or lower than a competitor's price."

While the business initially responded to BBB, as of November 25, 2019, the business has failed to substantiate, modify, or discontinue the advertised claims brought to its attention.