Business ProfileforBusiness Brokerage Center

On June 6, 2019, BBB contacted this business regarding claims made on their website.  Specifically, BBB asked for documentation showing the testimonials on the site were genuine, information supporting the claims of the experience and license information for their staff. BBB also noted the website does not include a privacy policy.  BBB also requested updated physical and mailing address info as BBB's mail to the location listed on the website was returned.  The business did not respond to BBB. 

The BBB Code of Advertising states: 1. Basic Principles of the Code  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 ev ery 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.
17. Extra Charges  Whenever an advertiser mentions a price in advertising, the existence of any unavoidable or extra charges must be clearly and conspicuously disclosed in immediate conjunction with the price. This would include, for example, charges for delivery, installation, assembly, excise tax and postage and handling.
 28. Objective Superlative Claims  Superlative statements in advertisements about the tangible qualities and performance values of a product or service are objective claims for which the advertiser must possess substantiation as they can be based upon accepted standards or tests. As statements of fact, such claims, like “#1 in new car sales in the city,” can be proved or disproved.
30. Testimonials and Endorsements 30.1 In general, advertising which uses testimonials or endorsements is likely to mislead or confuse if: 30.1.1 It is not genuine and does not actually represent the current opinion of the endorser; 30.1.2 The actual wording of the testimonial or endorsement has been altered in such a way as to change its overall meaning and impact; 30.1.3 It contains representations or statements which would be misleading if made directly by the advertiser; 30.1.4 While literally true, it creates deceptive implications; 30.1.5 The endorser has not been a bona fide user of the endorsed product or service at the time when the endorsement was given, where the advertiser represents that the endorser uses the product or service; 30.1.6 It is not clearly stated that the endorser, associated with some well-known and highly-regarded institution, is speaking only in a personal capacity, and not on behalf of such an institution, if such be the fact;  30.1.7 The advertising makes broad claims as to the endorsements or approval by indefinitely large or vague groups, for example, “the homeowners of America,” “the doctors of America;”  30.1.8 The endorser has a financial interest in the company whose product or service is endorsed and this is not made known in the advertisement;  30.1.9 An expert endorser does not possess the qualifications that give the endorser the expertise represented in the advertisement;  30.1.10 The advertiser represents, directly or by implication, that the endorser is an “actual consumer” when such is not the case and the advertisement fails to clearly and conspicuously disclose that fact;  30.1.11 A consumer’s experience represented in an advertisement is not the typical experience of those using the product or service, unless the advertisement clearly and conspicuously discloses what the expected results will be;  30.1.12 Endorsements placed by advertisers in online blogs or on other third-party websites do not clearly and conspicuously disclose the connection to the advertiser and comply with each of the provisions in this Code; and  30.1.13 Advertisers compensate consumers for leaving feedback on third-party online blogs or websites but fail to ensure that consumers disclose such facts on those blogs or websites.  In the U.S., advertisers should consult the Federal Trade Commission Guides on Testimonials and Endorsements for detailed guidance. In Canada, advertisers should review the Competition Bureau’s publication on Untrue, Misleading or Unauthorized Use of Tests and Testimonials for specific guidance

34. Claimed Results  Claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data.