Business ProfileforBen Hersh Rug Cleaning

On November 28, 2023, BBB contacted the business regarding its website stating/advertising the following:

1. The East Coast leading company in Rug Cleaning & Repair

2. Eco-Friendly

3. IICRC Certified Seal-The Institute of Inspection Cleaning and Restoration Certification

According to the BBB Code of Advertising, Objective Superlative Claims

Superlative statements in advertisements about the tangible qualities and performance values of a product or service are objective claims for which the advertiser must possess substantiation as they can be based upon accepted standards or tests. As statements of fact, such claims, like “#1 in new car sales,” can be proved or disproved.  

Would you kindly substantiate the above statement by providing the proper documentation showing when and by whom your business was ranked/rated/voted the be the leading company? Ideally, this information should be included with the claim (e.g., Ranked/Rated/Voted leading company in rug cleaning and repair by XYZ Publication, Month/Year.) If you have never received an actual award or recognition, we respectfully request that you modify the statement to say something like:

1. A Leader in Rug Cleaning & Repair on the East Coast
2. A Premier Rug Cleaning & Repair Company on the East Coast
3.  

Basic Principles of the Code

Advertisements should be truthful, sincere offers to sell. Advertisers have a responsibility to have substantiation for all claims made and should be able to provide that substantiation upon request. All advertising that may mislead or deceive consumers should be avoided.

• The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or the Better Business Bureau.
• Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used.
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We note you display the IICRC seal on your business but unfortunately, the BBB was unable to verify a certification for your business. Would you kindly provide us with a copy of your current certification? If you certification has lapsed or you are no longer certified, we respectfully request that you remove the seal from your website.

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.

• Advertisers should not make broad, unqualified general environmental benefit claim like “green” or “eco-friendly.”
• Advertisers must qualify general claims with specific environmental benefits.
• Advertisers must possess competent and reliable evidence (often scientific evidence) to support all environmental benefit claims. Qualification for any claim must be clear, conspicuous, and understandable.
• When an advertiser qualifies a general claim with a specific benefit, the benefit should be significant. Advertisers must not highlight small or unimportant benefits.
• Unless clear from the context, any environmental claim must specify clearly and conspicuously whether the claim applies to the product, the product’s packaging, a service or just to a portion of the product, package or service.
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Our goal is to help businesses avoid unreasonable consumer expectations and minimize potential liability whenever possible.

Unfortunately, the business failed to respond to the BBB request to substantiate, modify and/or remove the claims.