Business ProfileforICM Industrial Coating Masters LLC

On February 21, 2024, BBB serving MS found one or more advertising claims on the business website, https://www.icmcoatingmasters.com/. The claims were as follows:

1. Logos are not clickable to show business reviews. I cannot find a yelp or home advisor page for business. The business will need to make the logos clickable to their reviews and needs to remove yelp and home advisor logos if they no longer have them. 

2. In several spots on the website business states, "#1 company, #1 epoxy installer, #1 flooring company, in Mississippi. Business will need to provide an award won showing they are #1 in their field for MS, or this will need to be removed. 

3. In several spots on the website business states, "certified installer". Wondering who the business is certified through and if they can send us a copy of the certification. If not, this verbiage will need to be removed. 

4. in several spots on the website business states that they can offer you the "Lowest Prices in Town." They need to be specific if a consumer finds a lower price that they will meet or beat that price. If they do not offer that, this verbiage needs to be removed. 

According to BBB Code of Advertising, #1 Basic Principles https://www.bbb.org/code-of-advertising#Basic_Principles_Of_The_Code, 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. Also #12 Lowest Prices, Underselling Claims https://www.bbb.org/code-of-advertising#Lowest_Prices_Underselling_Claims,  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. Lastly, #28 Objective Superlative Claims https://www.bbb.org/code-of-advertising#Objective_Superlative_Claims, superlative statements in advertisements about the tangible qualities and performance values of a product or service are objective claims for which the advertiser must possess substantiation as they can be based upon accepted standards or tests. As statements of fact, such claims, like “#1 in new car sales in the city,” can be proved or disproved.

As of today, March 22, 2024, the business has chosen not to respond to our requests for substantiation, modification, or discontinuation of the advertisements in question.