A good reminder from the BBB

Marjorie Stephens of the Better Business Bureau of Northern Indiana penned a guest column in today's News-Sentinel that contains good advice for every advertiser. Here's just a sample:

Print advertisements or Internet information should not omit or obscure important information, nor should statements that are untrue, misleading, deceptive or falsely disparaging to competitors be used. Be sure information is accurate, up-to-date, and supported by the facts, rather than assuming a statement made by a third party is accurate.

For instance, if everyone claims to have the lowest price, then someone's wrong, right? “Lowest prices” ads are often used. Due to rapid price fluctuation and the difficulty in knowing all competitors' selling prices at all times, lowest price claims should not be used.

All of this might seem elementary to most of you, but it's a good reality check nonetheless. And if you're ever in doubt whether your claim crosses an ethical line, visit the BBB's Code of Advertising page.