For some months now, your BBB has been monitoring advertising of “guaranteed lowest price” claims of members as well as non-members.  When we became aware of violations of our ad guidelines, we've requested that the companies modify or cease using that type of advertising.  As you know the Bureau’s position, based on the Local Advertising Review Guidelines, is very clear: “Claims of lowest price based on prices charged by others should not be used in advertising”.

A claim of an advertiser that their prices are the “lowest” requires systematic, timely, and on-going monitoring of ALL competitors and ALL products covered by the claim. Due to rapid price fluctuation and the difficulty in knowing all competitors’ selling prices at all times, lowest price claims shall not be used. The BBB suggests that the terms “low” or “lower” be used instead because they are less absolute. Just as an aside, the BBB feels that the term “guaranteed” could create both legal and ethical responsibilities for the advertiser and we discourage the use of the term as well.

We will continue to monitor these types of ad claims and if you notice an ad, please let us know so that we can contact the company.  By the way, your "tip" would be anonymous!

We appreciate the cooperation of our members that we have contacted.  Most changed their advertising immediately (or as soon as possible) and others didn't agree with the BBB, but in the spirit of BBB membership and full compliance, made the necessary changes or stopped advertising these claims altogether.