BBB|NCTX has nailed down a few of the most misunderstood claims used by roofers and contractors in their advertising.
If you’re a roofer or general contractor BBB can show you how to substantiate these claims or how to make simple modifications to ensure compliance with BBB advertising standards.
Environmental benefit claims
Everyone is going green these days, but if you’re advertising that your products are “eco-friendly” you should be able to clearly explain why those products are beneficial for the environment.
For instance, you need scientific evidence to prove biodegradable, non-toxic, or recyclable claims for products.
Satisfaction guarantee claims
“Satisfaction Guaranteed” should only be advertised if full refunds are provided upon request.
This doesn’t mean that you’ll simply try to fix the issue. By using this phrase, you’re technically saying that you’re willing to refund the entire purchase price.
If this isn’t your intent, then BBB strongly recommends modifying the verbiage to avoid exposing your business to potential liability. For example, “Your satisfaction is our top priority” or “Customer satisfaction is our main goal.”
If you do provide full refunds, then always include the terms and conditions necessary for customers to receive a refund within your ad or direct consumers to your website for the full terms.
Lowest or best price claims
Underselling claims are extremely common across all industries. If you say you have “the best price in town,” you should be ready to substantiate that your prices are lower than all the local competition.
As quickly as prices fluctuate, it is almost impossible to know that you have the lowest price at any time. Businesses can avoid having to continually monitor the competition by implementing a price matching guarantee whereby they’ll beat lower prices under certain circumstances.
Or, you can avoid having to substantiate “best price” or “lowest price” claims altogether by stating “some of the best prices” or “among the best prices.” Properly qualified claims may not require substantiation at all.
Price matching (meet or beat) claims
If you want to advertise “best prices” and have a price matching guarantee, no substantiation is necessary to prove you have the “best price.”
However, to advertise a “meet or beat” claim you must always include any terms and conditions necessary for customers to receive the guarantee within your ad. You could also direct consumers to your website with the terms.
Be sure to protect your business with terms such as:
- We will only beat written estimates
- Must be sufficiently similar product/service
- Proof of purchase is required
- Must provide estimate within 10 days
Make your terms obvious. Also, remember that the terms you select can’t be too difficult for consumers to meet. You can also avoid having to include terms by avoiding statements such as “Cannot Be Beat,” “Unbeatable Prices,” or “Guaranteed Best Prices!”
Free prior to publication ad review services: If you want to make sure your ads adhere to BBB standards for trust and transparency, contact BBB Serving North Central Texas's Advertising Review Department at adreview@nctx.bbb.org. We will gladly review any content free of charge for all businesses, BBB Accredited and non-accredited.