Business ProfileforHeart Made of Gold

On June 10, 2024,BBB Serving Los Angeles and Silicon Valley requested that the businesssubstantiate, modify, or discontinue claims on the company's website, https://heartmadeofgold.com/. The business advertises ComparativePrice, Value and Savings Claims.

The BBB Code of Advertising states, "BBB recognizes that truthful priceinformation helps consumers make informed purchasing decisions and thatcomparative price advertising1 plays an important role in promoting vigorouscompetition among retailers. At the same time, misleading or unsubstantiatedpricing claims injure both consumers and competitors. The following examplesoffer guidance on ensuring that pricing claims are truthful and not misleading.2.1 Advertisers may offer a price reduction or savings by comparing theirselling price with: 2.1.1 Their own former selling price; 2.1.2 The currentselling price of identical products or services sold by others in the tradearea (the area in which the company does business or where the advertisementappears) (e.g., "selling elsewhere at $_______."); or 2.1.3 Thecurrent selling price of a comparable product or service sold by the advertiseror by others in the trade area (e.g., "comparable value,""compares with products or services selling at $_____," "equalto products or services selling for $_____"). 2.2 In each case, theadvertisement must clearly and conspicuously disclose which basis of comparisonis being used. 2.3 When these comparisons are made in advertising, the claimsmust be based on the provisions in Sections 3 - 7."

While the business responded to BBB, as of July10, 2024, the business has failed to substantiate, modify, or discontinue theadvertised claims brought to its attention.