What are the advantages and disadvantages of proceeding through the Better Business Bureau?
It does not cost anything to have the Better Business Bureau (BBB) and its National Advertising Division (NAD) pursue a claim, and they often operate on a faster timetable than government agencies. Because the BBB and NAD represent the industry’s self-regulation, advertisers are often more likely to accept their recommendations than a court judgment (which can be appealed). Moreover, if a company engaging in false advertising does not adopt the agency’s recommendations, the BBB will often refer it immediately to the Federal Trade Commission (FTC). Unlike a court decision obtained by private litigation or government enforcement, a decision of the NAD is not legal precedent, and it will not contain provisions regarding future advertising. Even if the advertiser does go through the process and agrees to change its advertising, there is nothing to regulate its future advertising, as there might be in a court order.
