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BBB Launches AdTruth Consumer Reporting Service

Better Business Bureau (“BBB”) recently announced the launch of its new consumer reporting service, “BBB AdTruth,” an online tool via which consumers can report advertisements they believe to be fraudulent, confusing or unsubstantiated.  Upon such reporting, BBB advertising review specialists will investigate and assess the particular ad’s truthfulness.

BBB AdTruth will guide consumers through a series of questions about where they saw or heard the advertisement, which claims were made in it and the reasons(s) for concern.  In order to help facilitate BBB’s investigations, consumers can upload screen shots or photos of the ad as well. 

In its Frequently Asked Questions about the new service, BBB explained that advertising issues and complaints are generally handled by the local Bureau where the particular advertiser is headquartered.  If the BBB staff determines that there has been a violation of its Code of Advertising or other rules, BBB will reach out to work with the advertiser to improve its messaging.

TAKEAWAY: While time will tell the popularity and impact of BBB AdTruth, advertisers should familiarize themselves with the BBB Code of Advertising to avoid potential violations.   

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