Business ProfileforDreamliner Screens

In November 2023, BBB contacted this business regarding various advertising concerns, including testimonials shown on the business website. To date the business modified some of its advertising, but did not provide substantiation for the customer testimonials shown. 

BBB Code of Advertising: 

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.

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.