In June of 2013, this company sought accreditation with BBB. As part of the accreditation process, all aspects of a company's business practices are reviewed including their advertising.
We found the following advertised claims on this company's website for which we requested written substantiation:
1. "We simply pay more for your jewelry and fine metals."
2. "Get Paid More" (This is on all pages of your website)
3. "Don't sell to expensive retail stores; They have high mark-ups when selling and large mark-downs when buying from you." (This is on all pages of your website)
4. "SELL NOW AT RECORD HIGH PRICES WE BUY IT ALL" (This is on all pages of your website)
We requested substantiation based on the following:
Superlative Claims-Puffery - Superlative statements, like other advertising claims, are objective (factual) or subjective (puffery): objective claims relate to tangible qualities and performance values of a product or service which can be measured against accepted standards or tests. As statements of fact, such claims can be proved or disproved and the advertiser should possess substantiation.
Subjective claims are expressions of opinion or personal evaluation of the intangible qualities of a product or service. Individual opinions, statements of corporate pride and promises may sometimes be considered puffery and not subject to test of their truth and accuracy. Subjective superlatives which tend to mislead should be avoided.
We asked the company to provide written documentation for each advertised claim.
The company responded by stating they would consider BBB's ad review issues. They also stated "One item is about getting paid more...Global Gems does refine their own gold, as opposed to sending it to a 3rd party, so they are able to pay more. Advertising in the Yellow Pages for years, shows that his most successful ads are of course, in Atlanta, however, the second biggest ROI is from Covington/Conyers and Gainesville. Those are both over an hour drive to his shop and with his customers from out of state, gives us a good idea that he does pay more than other shops. I also went to 2 local competitors and got a quote...only to find that my necklace was valued higher at Global Gems."
The company further stated "One issue I must bring up is that, as refreshing as it is to see the BBB be so detailed in the vetting process, I was shocked to see a company I found on the Atlanta BBB website still holding a A+ rafting with no complaints. It has me questioning the value of being a BBB member now." Someone connected with this firm had researched our website and contacted a BBB Accredited Business that resulted in, according to the complainant, unsatisfactory service.
BBB reviewed this company's concerns and found that a complaint had been filed but a settlement was not requested. The complaint remains on file for BBB information.
We contacted the company to see if any changes had been made to their website. The company responded stating their continued dissatisfaction with BBB's services and their wish to no longer be accredited.
BBB Reviews advertising in all types of mediums and when deemed appropriate, will send the advertised claim(s) in question to a company seeking voluntary assistance with the company providing substantiation for their advertised claims or removing or modifying the advertised claim(s) in question.
The ad review inquiry is based on BBB's Code of Advertising Standards which may be found at - http://atlanta.bbb.org/bbb-accreditation-advertising-code/