When “Free” Doesn't Mean “Free”

Recently, a mailer was sent out that advertised a FREE service valued at over $800.  A consumer called and asked how it could be free. The answer… “It wasn't.” Sometimes, consumers get so caught up in the excitement of a valuable product or service being offered at a free or reduced rate that they forget to ask this very important question. Of course, the advertisement says “free” so how could it not be, right?

Technically, businesses should not use the word at random, unless you truly mean it. There are exceptions though. Frequently in advertisements, businesses will promote something as being “free,” but then in order to get the product or service, there are accompanying fees. This practice is not uncommon and is used in various industries.

It is not acceptable to mask or to try and hide costs with small print or confusing verbiage. The BBB Code of Advertising specifically says that if a “free” offer is contingent upon another purchase, this fact must be stated “clearly and conspicuously together with the offer.” The use of an asterisk next to the word “free” referencing a footnote is not an acceptable practice.

Do you offer anything for free? How do you advertise it?

It's National Small Business Week!

National Small Business Week is June 17-21 and BBB is taking the opportunity to celebrate the 50th anniversary of successful small business owners.

According the U.S. Small Business Administration, two out of three private sector jobs are created by small businesses. Today, half of all working Americans either own or work for a small business. 

In honor of National Small Business Week, BBB is encouraging small business owners to take advantage of the many resources that BBB and the Small Business Administration have available:

BBB Code of Business Practices

The BBB Code of Business Practices represents sound advertising, selling and customer service practices that enhance customer trust and confidence in business. This Code should be a road map for creating and managing a trustworthy business. 

BBB Code of Advertising

BBB was founded on the principles of truth in advertising, which rests first and foremost with the advertiser. BBBs review local advertisements and work with companies to adhere to the BBB Code of Advertising, which lays out principles, definitions and suggestions for ethical advertising that all businesses can adopt.

BBB Tips on Direct Selling

BBB and the Direct Selling Education Foundation partnered to create a series of articles, videos and PSAs to educate direct sellers, their customers and even those considering a career path in direct selling. Free tips and advice you can trust on direct selling are available at www.bbb.org/us/dsef-tips.

Small Business Administration

SBA’s Online Learning Center is a virtual campus complete with free online courses, workshops, podcasts, learning tools and business-readiness assessments. Course topics from writing a business plan to mastering overseas markets are available for business owners along with e-books, templates and articles. Visit www.sba.gov/training.