Don’t let deceptive advertising rain on your parade this Independence Day

Better Business Bureau

BBB advises consumers to watch out for misleading ads this holiday
The Fourth of July is a celebration of our nation’s independence and all things American. Typical festivities are not complete without an All-American barbecue cookout, red, white and blue parades and fireworks to close out the day.
Shopping the holiday sales is a favorite American tradition, and July Fourth is no exception. Unfortunately, advertisements promoting sales and savings can sometimes be misleading. Your Better Business Bureau (BBB) serving Central, Coastal, Southwest Texas and the Permian Basin reminds you to beware of deceptive advertising and shop the sales with caution.
Each year, BBB receives hundreds of complaints about advertising issues. In most cases, consumers complain that businesses either won’t honor the advertised price or are out of an item advertised for sale.
To ensure that you are shopping smart this Fourth of July, BBB advises you to:

Do your homework first. Read BBB’s Code of Advertising to help you better understand ethical practices and standards in advertising. Then visit checkbbb.org for a list of BBB Accredited retailers in your area — these businesses are required to abide by BBB’s Code of Advertising in order to remain a BBB Accredited Business.
Determine if the item is available for a limited time. Read the fine print to determine the guidelines for the sale. Some sale items are only available for the advertised price during certain days or even certain hours on a specific day.
Consider “on sale” or “sale” claims. Look for clear end dates on sales. A “sale” is defined as a temporary reduction from the usual price of an item. If the sale price is offered for more than 30 days, an advertiser will need to show that the sale price is indeed reduced and not their regular price.
Be careful with “free” offers. Free offers should be temporary. If offered continuously, they may become combination offers, no part of which is free. Also, if you must make a purchase in order to receive the “free” item, the information should be clearly disclosed in the ad.
Clarify the specifics of “meet or beat a competitors price” offers. Some businesses may offer a refund on the difference in price if a shopper finds the same product for a lower price elsewhere. Consumers should take the time to understand the specifics of these offers, including what proof is necessary.
Research lowest price claims. Prices for products and services can fluctuate, making it extremely difficult for businesses to claim that their prices are lower than competitors’ prices. Consumers should engage in comparison-shopping to make sure they are getting the lowest price available.
Determine if the savings add up. When advertising savings as a percentage, such as “up to 50 percent off,” advertisers should confirm that the number of items available at the maximum savings make up at least 10 percent of the items sold.


Don’t let deceptive advertising rain on your parade this Independence Day Better Business Bureau BBB advises consumers to watch out for misleading ads this holiday The Fourth of July is a celebration of our nation’s independence and all things American. Typical festivities are not complete without an All-American barbecue cookout, red, white and blue parades and fireworks to close out the day. Shopping the holiday sales is a favorite American tradition, and July Fourth is no exception. Unfortunately, advertisements promoting sales and savings can sometimes be misleading. Your Better Business Bureau (BBB) serving Central, Coastal, Southwest Texas and the Permian Basin reminds you to beware of deceptive advertising and shop the sales with caution. Each year, BBB receives hundreds of complaints about advertising issues. In most cases, consumers complain that businesses either won’t honor the advertised price or are out of an item advertised for sale. To ensure that you are shopping smart this Fourth of July, BBB advises you to: Do your homework first. Read BBB’s Code of Advertising to help you better understand ethical practices and standards in advertising. Then visit checkbbb.org for a list of BBB Accredited retailers in your area — these businesses are required to abide by BBB’s Code of Advertising in order to remain a BBB Accredited Business. Determine if the item is available for a limited time. Read the fine print to determine the guidelines for the sale. Some sale items are only available for the advertised price during certain days or even certain hours on a specific day. Consider “on sale” or “sale” claims. Look for clear end dates on sales. A “sale” is defined as a temporary reduction from the usual price of an item. If the sale price is offered for more than 30 days, an advertiser will need to show that the sale price is indeed reduced and not their regular price. Be careful with “free” offers. Free offers should be temporary. If offered continuously, they may become combination offers, no part of which is free. Also, if you must make a purchase in order to receive the “free” item, the information should be clearly disclosed in the ad. Clarify the specifics of “meet or beat a competitors price” offers. Some businesses may offer a refund on the difference in price if a shopper finds the same product for a lower price elsewhere. Consumers should take the time to understand the specifics of these offers, including what proof is necessary. Research lowest price claims. Prices for products and services can fluctuate, making it extremely difficult for businesses to claim that their prices are lower than competitors’ prices. Consumers should engage in comparison-shopping to make sure they are getting the lowest price available. Determine if the savings add up. When advertising savings as a percentage, such as “up to 50 percent off,” advertisers should confirm that the number of items available at the maximum savings make up at least 10 percent of the items sold.
2015 Alice Business Today - July 2015