Ad Review


Advertising self-regulation has been part of the mission of Better Business Bureau system since its founding in 1912. At that time, the rise of fraudulent and misleading advertising and the absence of any effective regulation led to the formation of BBBs for the purpose of promoting truth in advertising. Today, the review and voluntary correction of local advertising is still a core service offered by your BBB.

To fulfill its original mission, BBB Serving Southern Alberta and East Kootenay conducts a local advertising review program. This program works with business to achieve the highest ethical advertising standards through voluntary self-regulation.

Achieving Positive Change

BBB consistently seeks and challenges advertising that appears deceptive or suggests unethical business practices. BBB Serving Southern Alberta and East Kootenay proactively monitors advertising in all forms and challenges those advertisements which are generated in our service area. Advertisements generated outside our service area are forwarded to the appropriate BBB.

BBB Code of Advertising

BBB Code of Advertising outlines basic principles and specific guides for truth and accuracy in advertising. When an ad is challenged, BBB asks the advertiser to substantiate, modify, or discontinue the advertised claims.  If an advertiser is unable to substantiate the claims or declines to discontinue claims not in adherence to the BBB Code of Advertising, then that information is included in BBB Business Review on the business.

Concerned about an Advertisement?

Think you’ve found false advertising which BBB should review?  Click here for more information on how to anonymously submit an ad for review.

Submit an Ad for Review

To submit an advertisement for review:

1. Send a physical copy of the advertisement along with a brief note stating why you believe the advertisement should be reviewed to:

BBB Advertising Review Department
#5, 1709 8th Avenue NE
Calgary, AB T2E 0S9


2. E-mail the date, time, and location of the advertisement with a brief note stating why you believe the advertisement should be reviewed to:

Important note:
The advertising review process is separate from BBB complaint process. Submitting an advertisement for review will not result in a formal reportable complaint.


For further information, contact our Ad Review Department at