Business ProfileforSecure Lyfe

On December 16, 2022, BBB Serving Los Angeles and Silicon Valley requested that the business substantiate, modify, or discontinue claims on the company's website, https://www.securelyfe.com. The business advertises "Satisfaction Guarantee" and the following "sale" claims:
- "Holiday Sale - 60% Off"
- "Limited Discount
60% Off Sale"
- "Holiday Sale
Our biggest sale of the year!"
- "Sale"
- "Limited Time Offer > Ends Today"

The BBB Code of Advertising states that, "9.1 The unqualified term "sale" may be used in advertising only if there is a significant reduction from the advertiser's usual and customary price of the products or services offered and the sale is for a limited period of time. If the sale exceeds thirty (30) days, advertisers should be prepared to substantiate that the offering is indeed a valid price reduction and has not become their regular price. 9.2 Time limit sales must be observed. 9.2.1 For example, products or services offered in a "one-day sale," "three-day sale" or "this week only sale" should, as a general rule, be taken off "sale" and revert to the regular price immediately following expiration of the stated time. 9.3 Introductory sales must be limited to a stated time period, and the selling price should, as a general rule, be increased to the advertised regular price immediately following termination of the stated period. 9.4 Advertisers may currently advertise future increases in their own prices on a subsequent date provided that they do, in fact, increase the price to the stated amount on that date and maintain it for a reasonably substantial period of time thereafter. 9.5 If the advertiser, in good faith, decides at the end of the sale period to convert its sale price to a new regular price, it may do so if it no longer claims any savings. 9.6 The advertiser, in good faith, may decide to extend a time limit or introductory sale for a stated period. However, if that extension is for more than a short period of time, the advertiser must be prepared to substantiate that the offering is still a valid price reduction and has not become its regular price."

The BBB Code of Advertising also states, "20.1 When using the term "warranty" or "guarantee" in product advertising, the advertiser must clearly and conspicuously include a statement that the complete details of the warranty can be seen prior to sale at the advertiser's location, viewed on the advertiser's website or, in the case of mail or telephone order sales, made available free on written request. 20.2 Advertisers should only use "satisfaction guarantee," "money back guarantee," "free trial offer," or similar representations in advertising if the seller or manufacturer refunds the full purchase price of the advertised product or service at the consumer's request. 20.3 When "satisfaction guarantee" or similar representations are used in advertising, any material limitations or conditions that apply to the guarantee must be clearly and conspicuously disclosed. 20.4 When advertising "lifetime" warranties or guarantees or similar representations, the advertisement must clearly and conspicuously disclose its intended meaning of the term "lifetime." 20.5 Sellers or manufacturers should advertise that a product or service is warranted or guaranteed only if the seller or manufacturer promptly and fully performs its obligations under the warranty or guarantee."

As of January 18, 2023, the business has failed to respond to our request for substantiation, modification, or discontinuation of the advertised claims.