DAYTON, OHIO, July 18, 2013 – The Advertising Review Council (ARC)recently rendered a decision advising Dayton Home Renew to remove or revise theadvertised claims “Your Satisfaction Is Always Guaranteed” and “Licensed,”which appeared on the company’s Web site. Specifically, the ARC requested thecompany remove the claims or revise to meet BBB Code of Advertising standards.
According to your BBB’s Code of Advertising, “Satisfactionguarantee,” “money back guarantee,” “free trial offer” or similarrepresentations should be used in advertising only if the seller ormanufacturer refunds the full purchase price of the advertised product at thepurchaser’s request. When “satisfaction guarantee” or similar representationsare used in advertising, any material limitations or conditions that apply tothe guarantee should be clearly and prominently disclosed.
According to your BBB’s Code of Advertising, the composition andlayout of advertisements should be such as to minimize the possibility ofmisunderstanding to the reader. In addition, your BBB’s Code of Advertisingadvises an advertisement as a whole may be misleading although every sentenceseparately considered is literally true. Misrepresentation may result not onlyfrom direct statements, but by omitting or obscuring a material fact.
Dayton Home Renew hasn’t agreed to revise its advertising per theAdvertising Review Council’s decision. The company’s BBB business reviewcurrently reflects the company’s lack of response to the ARC’s decision.
On February 20, 2013, your BBB requested Dayton Home Renew torevise its advertising. This request was based on your Better Business Bureau’sCode of Advertising and the Ohio Revised Code addressing display of license.Your BBB contacted the company several times by mail and phone, however the advertisingwas not revised. Therefore, a hearing with the ARC was scheduled to give thecompany the opportunity to present its case before a panel of advertisingindustry representatives.
Your Better Business Bureau requested Dayton Home Renewparticipate in the hearing held on May 2, 2013. The ARC’s decision indicatedthe company should remove or revise its advertising claims. Dayton Home Renewdidn’t attend the hearing or indicate acceptance of the ARC’s decision.
Your Better Business Bureau is a private, nonprofit associationthat has been promoting integrity in the marketplace for 100 years. Your BBBserves the Miami Valley, including Montgomery, Greene, Clark, Darke, Miami,Preble, Shelby and northern Warren Counties. To contact your Better BusinessBureau, visit www.bbb.org or call (937)222-5825 or (800) 776-5301.
The American Advertising Federation-Dayton was founded in 1911 toencourage public recognition of advertising as a profession and enhance themarketing skills of its members. Visit www.aafdayton.orgfor more information.