Business ProfileforCup Beach

On June 13, 2023, BBB Serving Los Angeles and Silicon Valley requested that the business substantiate, modify, or discontinue claims on the company's website, https://cupbeach.com. The business advertises Comparative Price, Value and Savings Claims.

The BBB Code of Advertising states, "BBB recognizes that truthful price information helps consumers make informed purchasing decisions and that comparative price advertising1 plays an important role in promoting vigorous competition among retailers. At the same time, misleading or unsubstantiated pricing claims injure both consumers and competitors. The following examples offer guidance on ensuring that pricing claims are truthful and not misleading. 2.1 Advertisers may offer a price reduction or savings by comparing their selling price with: 2.1.1 Their own former selling price; 2.1.2 The current selling price of identical products or services sold by others in the trade area (the area in which the company does business or where the advertisement appears) (e.g., "selling elsewhere at $_______."); or 2.1.3 The current selling price of a comparable product or service sold by the advertiser or by others in the trade area (e.g., "comparable value," "compares with products or services selling at $_____," "equal to products or services selling for $_____"). 2.2 In each case, the advertisement must clearly and conspicuously disclose which basis of comparison is being used. 2.3 When these comparisons are made in advertising, the claims must be based on the provisions in Sections 3 - 7."

As of July 7, 2023, the business has failed to respond to our request for substantiation, modification, or discontinuation of the advertised claims.