Truth is best way to sell products
Truth in advertising — is there such a thing?
The formation of a Better Business Bureau in this area was triggered by truth-in-advertising complaints more than 100 years ago.
After the Great Spokane Fire of 1889, Spokane merchants took to having “fire sales,” with good reason. The fire burned much of downtown Spokane to the ground; afterward, many of the businesses that were left held sales to unload fire-damaged merchandise. So what was the problem? Some merchants were still having “fire sales” well into 1901.
This prompted business leaders to join forces and, through self-regulation, try to erode the effectiveness of false advertising. The code they developed among themselves is still in use today.
Prove what you claim
This became the early group’s resounding cry and it still rings true. If a business states that it has the lowest prices in the universe, it needs to show proof of that claim — and which can? Do potential customers believe such outrageous claims? Unlikely.
Have what you are selling
Sounds simple, but there are car dealers who advertise cars they don’t have so they can try to talk a potential buyer into another car. This is classic bait and switch.
Be careful using the words “wholesale” and “free”
Free is free. There can’t be strings attached. The abuse of this word is out of control. So, I get a free cell phone, but have to sign a long-term agreement and pay an activation charge? Where did the “free” go? Wholesale, by definition, is selling items in large quantities to others who sell them to consumers. So, “wholesale to the public” is impossible.
Tell the truth
Recently, the National Advertising Division (NAD) of the Council of Better Business Bureaus heard a case about a claim printed on egg cartons. The case, brought by a competitor, wanted an egg-industry group needed to stop advertising its products as humane as long as its members continued such practices as clipping hens’ beaks and depriving birds of food and water. After hearing the case, the NAD panel agreed and recommended that United Egg Producers either discontinue labeling eggs as “animal care certified,” or alter the label to avoid misleading consumers.
Problem is, no one believes advertising anymore and that makes it difficult to find balance in the marketplace. Thankfully, the majority of advertising agencies and their leaders have a solid foundation in values and ethics, but it can be difficult to fight fair in that industry.
Early in 2004, a group of car dealers came together with the BBB and other officials to crack down on unethical practices in the region. Glad to report, it has been very successful — their ads are cleaner and clearer. When an industry lets participants know they are watching each other, amazing things happen.
In this peak season of political advertising, many ask why the BBB doesn’t step in and monitor those ads, just as it does in the retail arena. As much as I would like to see more truth in political advertising, it’s not a job for us. Voters, like consumers, need to exercise due diligence. Gather your own facts on merchandise and services, as well as on those whom you choose to serve in office.