For the first time in our history, members of the BBB that commit to certain standards will be able to identify their business as a BBB member in print and broadcast advertising.

This historic step is being taken in response to the needs of consumers, who are seeking information to help them make wise purchasing decisions, and in response to the requests of our over 3500 BBB members, who want to proudly proclaim their support of our mission and standards.

The decision to allow BBB members to advertise membership was approved in a nation-wide vote of the Better Business Bureau system. The Better Business Bureau of Silicon Valley is making the Membership Identification Program (MIP) available to members now.

Members of the Better Business Bureau that sign a name and logo agreement with the Bureau will be allowed to use the approved BBB member Torch logo in broadcast and print advertising (newspaper and TV ads, flyers, direct mail and yellow pages directories) and on business documents (including business cards, stationery, and invoices). Members may advertise BBB membership on the radio or television by verbally stating “Member, Better Business Bureau” in their advertising, and may display an approved BBB decal on company-owned or operated vehicles. Soliciting non-profit organizations are not eligible to participate in the MIP program at this time.

The MIP program will encourage consumers to look for the BBB logo where they shop or do business. Consumers will be able to spot a BBB member as they flip through the Yellow Pages or read the Sunday advertising circulars. We hope this information will help consumers make more informed decisions about where they spend their money.

The BBB membership identification privilege in print and broadcast media extends to Santa Clara, Santa Cruz, Monterey and San Benito Counties, areas serviced by the Better Business Bureau of Silicon Valley.

BBB members may also identify their membership in advertising on the Internet through approved participation in BBBOnLine. The BBBOnLine member logo has a “Click to Check” feature. By clicking on the logo, consumers receive information confirming the business’s membership in the BBB, along with links to the company’s BBBOnLine profile and other helpful information. The BBBOnLine Program has an annual participation fee and website are reviewed for compliance with the BBB's "Code of Online Business Practices". More information about BBBOnline is available at www.bbbonline.org.

Advertising Guidelines and Monitoring of Logo Use

For a business to identify itself as a BBB member in its advertising, the member business must meet several criteria, including:

· Have been in business for at least one year;
· Have a satisfactory record with the BBB;
· Agree to participate in and comply with a meaningful dispute resolution process when unresolved customer complaints are brought to the Bureau’s attention; and
· Agree to advertise their BBB membership only in the BBB Silicon Valley service area, which encompasses Santa Clara, Santa Cruz, Monterey and San Benito Counties.

The Better Business Bureau has committed to monitoring member use of the BBB name and logo, including ensuring that members use only the approved logos and that they comply with the service area restrictions. The BBB also will monitor advertising to ensure that non-members are not falsely identifying themselves as BBB members.