BBB Ad Review is a program that identifies cases of misleading, deceptive, or untruthful advertising appearing in the media throughout B.C. How does it work? Each week, the BBB reviews numerous sources of advertisements (newspapers, television, Internet, and radio) to be sure advertisers are in compliance with the BBB Code of Advertising. We also receive complaints of unfair ads from both competitors and consumers. The follow Advertising Review cases were taken up by the Better Business Bureau from September 1 to October 31, 2011. 

Alliance Precious Metals

An ad review challenge was sent to the company on September 13, 2011. On this company’s website, Alliance Precious Metals claimed to be the leading competitor in the metal refinery industry. The company also claimed to be voted by precious metal, stock market, and investment magazines, as having the highest payouts and the most reliable service. The BBB requested Alliance Precious Metals substantiate their claims. However, BBB did not receive a response from the company. The ad review challenge was closed as unanswered on October 13, 2011 and custom text was added to the BBB Business Review on the same day.

Luxe Autogroup Inc

As of September 2, 2011: The BBB contacted this company to request that they modify or discontinue an advertisement printed in local newspapers. The ad emphasized instant credit approval.

The BBB was concerned with the use of the statement "Instant Credit Approval" and the use of asterisks in the ad. The use of asterisks leads the reader to the initials OAC meaning "On Approved Credit". The BBB feels that the use of asterisks contradicts the statement "Instant Credit Approval" since the ad does not clearly state the terms under which credit is approved. According to the BBB Code of Advertising, the purpose in the use of the asterisk is to provide additional information and it should not contradict or change the meaning of the advertising statement. Furthermore, the BBB Code of Advertising requires all credit terms to be clearly disclosed in the advertisement.

The BBB requested the company to modify their ad so the terms under which credit is approved are clearly advertised. The BBB did not receive a response from the advertiser nor was the advertisement modified or discontinued.

Sleep Centre

As of September 1, 2011: The BBB contacted this company to request that they modify or discontinue an advertisement printed in The Province newspaper. The ad emphasized a "Liquidation Sale" as a limited time offer. A six day liquidation sale was advertised on July 27, 2011, August 3, 2011, August 10, 2011 and August 31, 2011.

The BBB was concerned with the use of the term "Liquidation" and the use of limited time offers. According to the BBB Code of Advertising, limited time offers and the term "Liquidation" can only be used if the advertiser's entire business is in fact closing out or in the process of liquidation. The sale was advertised for six days only when in fact the offers were advertised over a period of four weeks consecutively.

The BBB requested the company to substantiate their liquidation sale providing a date by which the business is expected to dissolve. As an alternative option the BBB requested to have the advertisement modified or discontinued in the case that the advertiser was not able to substantiate the claim. The BBB did not receive a response from the advertiser substantiating the claim nor was the advertisement modified or discontinued. The BBB felt that the use of the term "Liquidation" and "6 day sale" does not clearly reflect a closing out sale, as stated in the BBB Code of Advertising.

As a result, the company did not modify or discontinue the advertisement, as was requested by the BBB.