Additional Information for Pool Guard of Greater Orlando

In March 2014 BBB contacted the business in regards to advertising concerns on the business's website. Specifically, BBB requested that the business disclose the lifetime to which the advertised lifetime warranty referred, that a statement be included on the website indicating that all warranties or guarantees are available to be viewed in writing prior to purchse, and that claims of being "...the world's leading pool safety fence" and "...the top-rated self-closing gate available on the market today" be substantiated or altered.

BBB Code of Advertising indicates the following in regards to warranties and guarantees: "When the term "warranty" (or "guarantee") is used in product advertising, the following disclosure should be made clearly and prominently: a statement that the complete details of the warranty can be seen at the advertiser's store prior to sale, or in the case of mail or telephone order sales, are available free on written request.

When the term "lifetime," "life" or similar representations are used in advertising to describe the duration of the warranty or guarantee, the advertisement should clearly and prominently disclose the life to which the representation refers."

BBB Code of Advertising indicates the following in regards to superlative claims: "Superlative statements, like other advertising claims, are objective (factual) or subjective (puffery):

- objective claims relate to tangible qualities and performance values of a product or service which can be measured against accepted standards or tests. As statements of fact, such claims can be proved or disproved and the advertiser should possess substantiation.

- subjective claims are expressions of opinion or personal evaluation of the intangible qualities of a product or service. Individual opinions, statements of corporate pride and promises may sometimes be considered puffery and not subject to test of their truth and accuracy. Subjective superlatives which tend to mislead should be avoided."

To date the business has indicated to BBB that it will not be making the requested changes to its advertising. The claims can still be found on the business's website.