Business ProfileforJunk King

On March 7, 2023, BBB challenged this company’s advertising that appears on their website at www.junkking.com as well as their franchise related sites. The website posts the following:
o Our Guarantee to offer you an estimate in writing to beat any written estimate the best service in our industry"(13) (20)   "We reserve the right not to do any job below our costs. Competitors must be licensed, bonded, insured with responsible disposal policies for valid comparison. Based on offering excellent prices,"
o "North America's Greenest Junk Removal Service" (28)
o "The #1 Rated Junk Removal Service." (28)
o "Eco-Friendly" (36)

According to the BBB Code of Advertising: 1. Basic Principal: the primary responsibility for truthful and non-deceptive advertisings rests with the advertiser. Advertisers should be prepared to substantiate any claims or offers made before publication or broadcast and, upon request, present such substantiation promptly to the advertising medium or BBB.

13. Price Equaling, Meeting Competitors’ Prices: 
13.1 Advertisements which set out company policy of matching or bettering competitors' prices may be used, provided that: 13.2 Advertisers should be aware that such claims, unless appropriately qualified, may create an implicit obligation to adjust prices generally for specific products or services. This may be the case where the advertiser's price for a product or service is not as low as or lower than a competitor's price.

20.  Warranties or Guarantees: When using the term “warranty” or “guarantee” the advertiser should clearly and conspicuously include a statement that the complete details of the warranty can be seen prior to the sale which could include putting it on the seller’s website. Advertisers should disclose any material limitations on a "satisfaction guarantee" or "money back guarantee" and define, for consumers, the meaning of claims such as "lifetime guarantee."

28.  Objective Superlative Claims: Claims that relate to tangible qualities and performance values of a product or service can be used when the advertiser has substantiation.

36.  Environmental Benefit Claims: Advertisers should avoid broad, unqualified environmental claims such as “green,” or “eco-friendly.”  Other claims such as “degradable,” “recycled,” and “non-toxic,” should only be used when substantiated and properly qualified.  Environmental Certifications and seals of approval may be used if properly issued.  Additional disclosures are needed if not issued by an independent third-party. 
Junk King was notified and asked to provide documentation to substantiate “Eco-Friendly” claim and the statements “#1 Rated Junk Removal Service” and “North America's Greenest Junk Removal Service" BBB also requested that an asterisk be added next to the statement “We reserve the right not to do any job below our costs” and make the statement clear and conspicuous and to provide BBB with your “satisfaction guarantee” policy. If the statements cannot be substantiated, we ask that they be modified or removed.  Despite several attempts, the company has not responded to BBB’s request.