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BBB Ad Review Program
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If you have a question about the truthfulness of an advertisement, the Better
Business Bureau (BBB) can help you. Fostering public confidence in truthful
advertising was the primary concern that led to the formation of the BBB.
Although the Bureau is now engaged in a broad spectrum of activities designed
to protect and inform the consumer and resolve marketplace disputes, the
monitoring of advertising remains a key part of the BBB’s overall mission.
Advertising has played an important role in the American marketplace for
generations. It has a powerful influence on our daily purchasing decisions and
on the quality of life in our country. All of us, consumers and advertisers
alike, benefit when advertising is truthful.
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Local Advertising Review Program
BBB advertising guidelines are based on broad principles of truth
and accuracy and provide a guide for companies to use when questions arise. The
BBB regularly monitors advertising for adherence to the principles in the code of advertising, as well
as for compliance with local, state and federal regulations. When possibly
questionable advertising is noted, the advertiser is contacted and requested to
substantiate the claims that are being made and to voluntarily comply with the
guidelines.
The BBB also provides a Local Advertising Review Committee (LARC) to assist the
advertiser and the Bureau in resolving disputes through a joint program with
the Phoenix Ad Club.
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The LARC, made up of volunteer retail advertisers, advertising
professionals, and consumer members, serves as an appeals body in hearing
advertising issues that remain in dispute following a review by the BBB. The
LARC decides whether the advertiser has substantiated its advertising claims,
and decides other issues as presented by the BBB and the advertiser. It
considers all materials presented by both parties and makes a final
recommendation to the BBB for staff to take action. The LARC is an extention.
Automobile Advertising Review Program
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The BBB has developed a set of auto guidelines for automobile
advertising in the state of Arizona. The standards are compiled from the
Arizona Attorney General’s Office, the Federal Trade Commission and the Council
of Better Business Bureaus. Please click here for
additional resources. The BBB continually monitors automobile
advertising to see that dealers adhere to the standards. If the dealer’s
advertising does not follow the standards, an advertising challenge is sent to
the dealer from the BBB. The dealer must substantiate the advertising or agree
to modify future advertising. If the dealer fails to do so, the challenge may
be sent to the
Automobile Advertising Review Panel (AARP)
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The AARP is a group of representatives elected from
advertising agencies, automobile dealerships, consumer volunteers and The
Automobile Advertising Dealers Association (AADA). AARP is similar to the Local
Advertising Review Committee (LARC) in that they serve as an appeals body
for advertising cases; however, they only hear automobile advertising cases. To
view
the BBB Automobile Advertising Guidelines and
examples please click here.
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Untruthful or misleading advertising is harmful to
consumers and to other advertisers. While the BBB is not an enforcement arm,
most advertisers recognize the value of non-deceptive advertising and cooperate
with the Bureau’s efforts.
For further information on advertising practices or to obtain a copy of the
Better Business Bureau’s Code of Advertising, please contact
Carrie Bowen , Advertising & Investigations Manager at (602) 212-2228.
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