RICHMOND, Va. - Businesses that display the familiar Better Business
Bureau (BBB) torch logo have achieved a level of integrity in the
marketplace that sets them apart from other businesses.
"Businesses
realize that this is an extremely effective marketing tool," said Tom
Gallagher, president and CEO of the BBB of Central Virginia. "We take
it very seriously when a business displays our logo in an ad without
authorization." Gallagher said he is not aware of any local misuse of
the logo, but there have been some abuses in other parts of the country.
A
business may not use the BBB logo in its advertising unless it formally
agrees in advance to binding arbitration in the event of unresolved
complaints.
It also must meet the standards placed on all BBB members. Among other things, the BBB member business must:
. be in business for no less than one year and have local ties to central Virginia;
. have no negative reports on file at the BBB;
. cooperate with the BBB in promoting voluntary self-regulation;
. provide background information on its business, including names of the company's principals;
. meet its financial obligations;
. adhere to the BBB's Code of Advertising, and
. maintain an image that does not reflect poorly on the BBB.
Consumers
who wish to validate if a business is authorized to use the BBB logo in
its ads may do so by calling 804-648-0016. They can also access BBB
reports on individual companies at www.richmond.bbb.org.
The
BBB serves Richmond and Tri-Cities, as well as 42 surrounding counties,
from Fauquier to Mecklenburg and Northumberland to Amherst. The
nonprofit organization was established in 1954 to advance responsible,
honest and ethical business practices and to promote customer
confidence through self-regulation of business. Core services of the
BBB include business reliability reports, dispute resolution, truth-in
advertising, consumer and business education and charity review.