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Top Quality Concrete Doesn’t Comply with Advertising Review Council’s Decision
January 13, 2012

Top Quality Concrete Doesn’t Comply with Advertising Review Council’s Decision

DAYTON, OHIO, January 6, 2012 – The Advertising Review Council (ARC) recently rendered a decision advising Top Quality Concrete to revise a licensing claim made in its advertising. Specifically, the ARC requested the company remove the word “licensed” from its advertising or clarify the type of license the company maintains within its advertising.

According to your BBB’s Code of Advertising, the composition and layout of advertisements should be such as to minimize the possibility of misunderstanding to the reader. In addition, your BBB’s Code of Advertising advises an advertisement as a whole may be misleading although every sentence separately considered is literally true. Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

Top Quality Concrete hasn’t agreed to revise its advertising per the Advertising Review Council’s decision. The company’s BBB business review currently reflects the company’s lack of response to the ARC’s decision.

Earlier in the year, your Better Business Bureau contacted Top Quality Concrete requesting substantiation or revision of its advertising. This request was based on the Ohio Revised Code addressing the display of license and your Better Business Bureau’s Code of Advertising. Your BBB attempted to contact the company several times by mail and phone, however messages were not returned. Therefore, a hearing with the ARC was scheduled to give the company the opportunity to present its case before a panel of advertising industry representatives.

Your Better Business Bureau requested Top Quality Concrete participate in the hearing held on October 13, 2011. The ARC’s decision indicated the company should revise its advertising claims. Top Quality Concrete didn’t attend the hearing or indicate acceptance of the ARC’s decision.

The American Advertising Federation-Dayton was founded in 1911 to encourage public recognition of advertising as a profession and enhance the marketing skills of its members. Visit www.aafdayton.org for more information.