Business ProfileforOptim Investigators

On July 6, 2023, BBB requested Optim Investigators to modify, substantiate, or discontinue claims made on their website (https://optiminvestigators.com/) which read, "Three Best Rated" Top 3 of 2022 award in Miami, "OPTIM INVESTIGATORS...is a premier private investigation agency...throughout the State of Florida.", "Our team of experienced licensed private investigators & private detectives...", "We are a full-service private investigation agency offering services throughout the State of Florida...", "5225 E Thomas Rd Phoenix, AZ 85018", Customer reviews with no source, a Council of International Investigators logo, a Highly Recommended Alignable logo, a Florida Association of Licensed Investigators logo, a World Association of Detectives logo, a Top Pro logo, "2016 Founding Year, 197655 Happy Clients, 190 Company Work With Us, 1 Offices, 15 Team Members, and 203541 Case Solved", and "Nathans Investigations is well known for their private investigator leadership qualities within our industry and throughout our community." Additionally, on the company's social media/advertising accounts (https://www.facebook.com/profile.php?id=100093707028068, https://www.instagram.com/optiminvestigators/, https://www.pinterest.com/optiminvestigators/, https://www.tumblr.com/optiminvestigators, & https://www.bark.com/en/us/company/optim-investigators/R3ove/) they read, "Optim Investigators is a premier private investigation agency providing professional Services", "Optim Investigators is a premier private investigation agency providing professional & confidential Private Investigation", & "Optim Investigators is a premier private investigation agency providing professional & confidential Private Investigation, Private Detective & Private Eye services to high profile clientele, small businesses, & families throughout the State of Florida.", and "At Optim Investigator, our team of licensed investigators is dedicated to providing top-notch digital investigation services." Advertisers must be prepared to substantiate such claims per BBB's Code of Advertising.

BBB's Code of Advertising Section 1 states, 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 BBB. 1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used. BBB's Code of Advertising Section 28 states, 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 in the city,” can be proved or disproved. BBB's Code of Advertising Section 29 states, Expressions of opinion or personal evaluation of the intangible qualities of a product or service are likely to be considered puffery. Such claims are not subject to the test of truth and accuracy and would not need substantiation. 29.2 Puffery may include statements such as “best food in the world” and “we try harder” as well as other individual opinions, statements of corporate pride, exaggerations, blustering and boasting statements upon which no reasonable buyer would be justified in relying. Puffery also includes general claims of superiority over comparable products that are so vague that it can be understood as nothing more than a mere expression of opinion. BBB's Code of Advertising Section 30 states, In general, advertising which uses testimonials or endorsements is likely to mislead or confuse if: 30.1.3 It contains representations or statements which would be misleading if made directly by the advertiser; 30.1.4 While literally true, it creates deceptive implications; 30.1.5 The endorser has not been a bona fide user of the endorsed product or service at the time when the endorsement was given, where the advertiser represents that the endorser uses the product or service; 30.1.10 The advertiser represents, directly or by implication, that the endorser is an “actual consumer” when such is not the case and the advertisement fails to clearly and conspicuously disclose that fact; Additionally, BBB's Code of Advertising Section 34 states, Claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data.

As of July 20, 2023 the business has not responded to BBB's request.