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 Connecticut 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 proactively monitors advertising in all forms and challenges those advertisements which are generated in our service area. Advertisements generated outside Connecticut service area are forwarded to the appropriate BBB.
Increasing Awareness
BBB AdTruth launched a public service campaign in 2016 to spread awareness about problematic advertising. More than 217 million Americans learned about problematic advertisements through AdTruth’s radio and television public service announcements.
In addition to educating consumers via entertaining video vignettes, the AdTruth website offers interactive quizzes and infographics that help explain through examples and user interactions specific advertising tactics that can mislead consumers.
Empowering Consumers
The BBB enterprise promotes a trustworthy marketplace by working with businesses to help ensure ethical and truthful advertising. In 2018, BBB AdTruth launched an online reporting tool that allows consumers to report questionable or confusing advertisements. Data provided through the AdTruth Reporting Tool will provide insights for future research into questionable advertising techniques. The reporting tool will also provide a strong feedback loop connecting consumer reporting of potential advertising abuses, the BBB Institute’s research, and the BBB Institute’s consumer education activities.
BBB Code of Advertising
The BBB Code of Advertising outlines basic principles and specific guides for truth and accuracy in advertising. When an ad is challenged, the 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 the BBB Business Review on the business. A full copy of the BBB Code of Advertising can be found here.
Questions?
For further information, contact our Ad Review Department at adreview@ct.bbb.org