Business ProfileforSureGuard USA

In July 2024, Better BusinessBureau questioned Sureguard USA's website, www.sureguardusa.com and a recent mailer, which stated:

“FINAL ATTEMPT TO NOTIFY”
“You must CALL NOW toactivate your cards for the protection of your vehicle to be VALID.”
“EXTREMELY URGENT AND TIMESENSITIVE”
“This letter is to inform youthat the vehicle coverage on your vehicle may be expiring or may have alreadyexpired.”
“Our records indicate thatthe manufacturer’s new car warranty may have expired.”
“Please call IMMEDIATELY”
“Once your cards areactivated you can enjoy the peace of mind of worry-free driving, 24-hourassistance, towing and rental benefits.”
There is no out-of-pocketexpense to you for covered repairs or labor costs…”
“Must Activate Policy With aState Licensed Agent”
“All of our administratorsare A rated with the BBB”
“SureGuard USA markets andsells service contracts nationwide on behalf of (A Rated) third partyadministration companies.”

According to the BBB Code ofAdvertising, “The primary responsibility for truthful and non-deceptiveadvertising rests with the advertiser. Advertisers should be prepared tosubstantiate any objective claims or offers made before publication orbroadcast. Upon request, they should present such substantiation promptly tothe advertising medium or BBB. Advertisements which are untrue, misleading,deceptive, fraudulent, falsely disparaging of competitors, or insincere offersto sell, shall not be used. An advertisement as a whole may be misleading byimplication, although every sentence separately considered may be literallytrue. Misrepresentation may result not only from direct statements, but byomitting or obscuring a material fact. In addition, according to the Missouristate statute 15 CSR 60-7.020 (1): “A seller shall not make a representation orstatement of fact in an advertisement that is false or has the capacity tomislead prospective purchasers.”