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  2. BBB customer reviews allow customers to post positive, negative or neutral reviews about marketplace experiences with businesses, brands and charities. Here are answers to some frequently...

    • Business's Complaint History with BBB.
    • Type of Business.
    • Time in Business.
    • Transparent Business Practices.
    • Failure to Honor Commitments to BBB.
    • Licensing and Government Actions Known to BBB.
    • Advertising Issues Known to BBB.

    The BBB rating takes into account the following information with respect to closed complaints that relate to a business's marketplace activities: 1. Number of complaints filed with BBB against the business. 2. The size of the business. 3. If complaints have been filed, whether in BBB's opinion the business appropriately responded to them. 4. If com...

    A business's BBB rating is lowered if, in BBB's opinion, the business is a type of business that raises marketplace concerns or is believed to operate in violation of the law.

    A business's BBB rating is based, in part, on the length of time the business has been operating. If BBB is unable to obtain, from the business or from other sources, information about time in business that BBB deems reliable, BBB will consider business to have started at the time BBB opened its file on the business.

    A business's BBB rating is lowered if BBB determines that the business is not being transparent about its marketplace conduct. This includes situations where: 1. A business does not provide complete information about products and services offered, and/or ownership. 2. A business uses false addresses or an address cannot be determined.

    A business's BBB rating is lowered if a business does not honor its commitments to BBB, including commitments to abide by a mediation settlement or an arbitration award.

    A business's BBB rating is lowered when BBB has knowledge of the following: 1. Failure of the business to have required competency licensing (i.e., licensing that requires a competency assessment or can be taken away based on misconduct by business). 2. Finalized government actions against the business that relate to its marketplace activities and,...

    A business's BBB rating is lowered when the business does not, in BBB's opinion, appropriately respond to BBB advertising challenges that relate to: 1. Misuse of the BBB name or BBB marks; or 2. Questions about the truthfulness, accuracy or substantiation of advertising claims or compliance with the BBB Code of Advertising. Advertising issues may b...

    • Customer reviews don’t factor into BBB ratings. It’s tempting to want to start and end your research into a company at its BBB rating. There’s an irresistible quality to BBB ratings.
    • The BBB doesn’t catch all deceptive advertising inquiries. Another business in good standing with the BBB is luxury outerwear company Canada Goose. Like Office Depot, Canada Goose was the subject of an FTC investigation in 2019.
    • Accredited and non-accredited businesses are not treated the same. In a way it’s not surprising that the BBB fails to mention the FTC inquiry into Canada Goose’s marketing on the company’s BBB page because the business is not accredited.
    • The BBB has a wait-and-see approach with government actions. The FTC says it files a lawsuit against a company “when it has ‘reason to believe’ that the law has been or is being violated, and it appears to the Commission that a proceeding is in the public interest.”
  3. Customer reviews allow consumers to share with BBB and the public their opinion – good or bad – about companies with which they had a marketplace interaction.

  4. BBB ratings are not a guarantee of a business's reliability or performance. BBB recommends that consumers consider a business's BBB rating in addition to all other available information about the business. Customer Reviews are not used in the calculation of the BBB Letter Grade Rating.

  5. Oct 3, 2023 · An A+ rating indicates an excellent track record of customer satisfaction and ethical business practices, while an F rating raises red flags about the company’s credibility. It is important to note that not all businesses are accredited by the BBB.

  6. Customer reviews represent consumers’ opinions and are reported on BBB.org as a star rating (1-5), similar to other ratings systems and recognizable by search engines. Consumers cannot submit anonymous reviews, and they must affirm that they are actual customers of the business and that they did not receive or were not offered compensation.

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