Business ProfileforValue Village, Inc.

In October of 2013, BBB questioned this firm's advertising appearing on their website. On
http://www.valuevillageatlanta.com/locations-new.html the following
Advertised claims were found

http://www.valuevillageatlanta.com/locations-new.html

1. Atlanta's Largest Thrift Department Store (on multiple pages of webs site)

2. Atlanta Thrift Store - Value Village is Atlanta's Largest Thrift Department Store with 12 Locations to Serve You -

BBB challenged these advertised claims based on BBB's Advertising Code 14 which states: Superlative Claims-Puffery - Superlative statements, like other advertising claims, are objective (factual) or subjective (puffery): objective claims relate to tangible qualities and performance values of a product or service which can be measured against accepted standards or tests. As statements of fact, such claims can be proved or disproved and the advertiser should possess substantiation.

Subjective claims are expressions of opinion or personal evaluation of the intangible qualities of a product or service. Individual opinions, statements of corporate pride and promises may sometimes be considered puffery and not subject to test of their truth and accuracy. Subjective superlatives which tend to mislead should be avoided.

BBB asked for written documentation to support each of these advertised claims.

The company responded by stating:
Statements are accurate, based upon square footage of sales floors and hanging footage of clothing.

BBB responded and stated the information received by the firm did not provide the necessary documentation. In an effort to assist the firm in this matter, BBB sent suggested modification for the firm's advertised claims which would bring them into compliance with BBB standards.

The company responded again by stating
We will consider your suggested resolutions. I don't really feel that its right to initiate a complaint and then not want to do the required research to prove or disprove the point you are making. I would be happy to supply a copy of our lease that shows total square footage and then you can compare it to competitors that you think might be the same size or larger.

As to date, we have no record of receiving any further response from this firm.

BBB reviews advertising in all types of mediums and when deemed appropriate, will send the advertised claim(s) in question to a company seeking voluntary assistance with the company providing substantiation for their advertised claims or removing or modifying the advertised claim(s) in question.