Business ProfileforEco Colors inc

BBB's role in the marketplace is to ensure the public's confidence in advertising and promote trust in business.

In BBB's general review of Eco Colors, Inc's website, an advertised claim(s) was found for which we requested written substantiation.

BBB reviews advertising on accredited and non-accredited businesses in every medium. Our request is based on BBB's Code of Advertising Standards that can be found at

https://www.bbb.org/code-of-advertising

BBB's requests are based on these specific codes:

The complete BBB Code of Advertising may be viewed online at https://www.bbb.org/code-of-advertising. For reference to the standards in question, please see the specific guidelines below:

1.0: Basic Principles of the Code

1.1 The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB.

1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used.

1.3 An advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true.

1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

29.0: Subjective Puffery Claims

29.1 Expressions of opinion or personal evaluation of the intangible qualities of a product or service are likely to be considered puffery. Such claims are not subject to the test of truth and accuracy and would not need substantiation.

29.2 Puffery may include statements such as "best food in the world" and "we try harder" as well as other individual opinions, statements of corporate pride, exaggerations, blustering and boasting statements upon which no reasonable buyer would be justified in relying. Puffery also includes general claims of superiority over comparable products that are so vague that it can be understood as nothing more than a mere expression of opinion.

29.3 Ultimately, whether any particular statement or claim is puffery will depend upon the context in which it is used in the advertisement.

36.1: Environmental Benefit Claims General Principles

36.1.1 Advertisers should not make broad, unqualified general environmental benefit claims like "green" or "eco-friendly."

36.1.2 Advertisers must qualify general claims with specific environmental benefits.

36.1.3 Advertisers must possess competent and reliable evidence (often scientific evidence) to support all environmental benefit claims. Qualifications for any claim must be clear, conspicuous and understandable.

36.1.4 When an advertiser qualifies a general claim with a specific benefit, the benefit should be significant. Advertisers must not highlight small or unimportant benefits.

36.1.5 Unless clear from the context, any environmental claim must specify clearly and conspicuously whether the claim applies to the product, the product's packaging, a service or just to a portion of the product, package or service.

The firm was contacted concerning the following claims:

www.ecocolors.net

1. Dermatologists recommend EcoColors as the best hair color brand for people suffering from chemical allergies or scalp sensitivities!

2. Often imitated, never equaled, EcoColors Salon Professional Hair Colors are carefully formulated for hairstylists with non-toxic in mind and deliver 100% gray coverage as well as up to four levels of lift (lightening).

3. This is why Lisa wanted an alternative to go green in her salon and created EcoColors; a safe natural hair colorant formulated for men and women with all hair types, and works well on most chemically sensitive people and pregnant women.

4. EcoColors hair dye is used by hairstylists and colorists around the world since 1998!

5. The easiest and best way to permanently cover gray naturally!


Eco Colors, Inc. responded stating, We have had many customers who were referred to ecocolors haircolor by their dermatologist . To date, the firm has not substantiated their claims