Business ProfileforRapid Services Limited Liability Company

On April 27, 2023, BBB contact this business requesting documentation and support for claims made on their website. Specifically, BBB asked for documentation of the ‘Price Match Guarantee’, that the business has permission to use the trademarks of their commercial clients, for the testimonials listed on social media site and the ‘25% off’ coupon. 

 The business provided a response and indicated the price match guarantee is available to consumers by informing the business of a price quoted by other businesses, this information is not listed on the website.  The business stated they were looking for the documentation allowing them to use the trademarks of clients, but as of  May 25, 2023, did not have the information.   As of May 25, 2023, the 25% off coupon has not been added to the website as a way to clarify the offer as listed on the website. In regards to the testimonials, the business claimed that they were unable to confirm if the testimonials or social media reviews, (many of which were submitted on the same day) are from ‘bone fide users of the endorsed product or service’  because they often do not collect the full names of their customers. 

The BBB Code of Advertising states: 

1. Basic Principles of the Code

1.1 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.
1.3 An advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true.
1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

12. Lowest prices, underselling claims
Despite an advertiser's best efforts to ascertain competitive prices, the rapidity with which prices fluctuate and the difficulty of determining prices of all sellers at all times preclude an absolute knowledge of the truth of unqualified underselling/lowest price claims.
12.1 Advertisers must have proper substantiation for all claims prior to dissemination.
12.2 Unqualified underselling claims must be avoided.
12.3 Advertisers can lessen the potential for consumer confusion by appropriate qualifications to any underselling/lowest price claim, such as by stating, if truthful, that the advertiser will meet or beat a lower price. In such circumstances, the advertiser must comply with Section 13.

13. Price equaling, meeting competitors’ prices
13.1 Advertisements which set out company policy of matching or bettering competitors' prices may be used, provided that:
13.1.1 The offer is made in good faith;
13.1.2 The offer clearly and conspicuously discloses fully any material and significant conditions which apply including, if applicable, what evidence a consumer must present to take advantage of the offer; and
13.1.3 The terms of the offer are not unrealistic or unreasonable for the consumer.
13.2 Advertisers should be aware that such claims, unless appropriately qualified, may create an implicit obligation to adjust prices generally for specific products or services. This may be the case where the advertiser's price for a product or service is not as low as or lower than a competitor's price.

30. Testimonials and Endorsements
30.1 In general, advertising which uses testimonials or endorsements is likely to mislead or confuse if:
30.1.1 It is not genuine and does not actually represent the current opinion of the endorser;
30.1.2 The actual wording of the testimonial or endorsement has been altered in such a way as to change its overall meaning and impact;
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;
30.1.6 It is not clearly stated that the endorser, associated with some well-known and highly-regarded institution, is speaking only in a personal capacity, and not on behalf of such an institution, if such be the fact;
30.1.7 The advertising makes broad claims as to the endorsements or approval by indefinitely large or vague groups, for example, “the homeowners of America,” “the doctors of America;”
30.1.8 The endorser has a financial interest in the company whose product or service is endorsed and this is not made known in the advertisement;
30.1.9 An expert endorser does not possess the qualifications that give the endorser the expertise represented in the advertisement;
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;
30.1.11 A consumer’s experience represented in an advertisement is not the typical experience of those using the product or service, unless the advertisement clearly and conspicuously discloses what the expected results will be;
30.1.12 Endorsements placed by advertisers in online blogs or on other third-party websites do not clearly and conspicuously disclose the connection to the advertiser and comply with each of the provisions in this Code; and
30.1.13 Advertisers compensate consumers for leaving feedback on third-party online blogs or websites but fail to ensure that consumers disclose such facts on those blogs or websites.
In the U.S., advertisers should consult the Federal Trade Commission Guides on Testimonials and Endorsements for detailed guidance. In Canada, advertisers should review the Competition Bureau’s publication on Untrue, Misleading or Unauthorized Use of Tests and Testimonials for specific guidance.