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Important information

• Advertising Review:

  On July 26, 2022, BBB contacted the business regarding its publication of testimonials in their website advertising.  As required by BBB’s Code of Advertising, advertisements should ensure that testimonials and endorsements are not misleading and represent the current opinion of the endorser.   The business did not respond to BBB’s request to confirm if explicit permission to post from their customers was received.

  
  

  Applicable section of the BBB Code of Advertising:

  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 Canadian Homeowners,” “the doctors of Canada;”
  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 Canada, advertisers should review the Competition Bureau’s publication on Untrue, Misleading or Unauthorized Use of Tests and Testimonials for specific guidance.