Business ProfileforMike Tree LLC

In February 2021, BBB contacted the business regarding the following advertising concerns on the business website:

"Over 140 years of experience"
"Certified Arborist" credential
Testimonials

To date, the busines responded but did not provide further information.

BBB Code of Advertising indicates
1. Basic Principles of the Code
1.1 The primary responsibility for truthful and non-deceptive advertising rests with the advertiser.
Advertisers should be prepared to substantiate any objective claims or offers made before publication or
broadcast. Upon request, they should present such substantiation promptly to the advertising medium or
BBB.
1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of
competitors, or insincere offers to sell, shall not be used.
1.3 An advertisement as a whole may be misleading by implication, although every sentence separately
considered may be literally true.
1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material
fact.

30. Testimonials and Endorsements
30.1 In general, advertising which uses testimonials or endorsements is likely to mislead or
confuse if:
30.1.1 It is not genuine and does not actually represent the current opinion of the
endorser;
30.1.2 The actual wording of the testimonial or endorsement has been altered in such a
way as to change its overall meaning and impact;
30.1.3 It contains representations or statements which would be misleading if made
directly by the advertiser;
30.1.4 While literally true, it creates deceptive implications;
30.1.5 The endorser has not been a bona fide user of the endorsed product or service at
the time when the endorsement was given, where the advertiser represents that the
endorser uses the product or service;
30.1.6 It is not clearly stated that the endorser, associated with some well-known and
highly-regarded institution, is speaking only in a personal capacity, and not on behalf of
such an institution, if such be the fact;
30.1.7 The advertising makes broad claims as to the endorsements or approval by
indefinitely large or vague groups, for example, "the homeowners of America," "the
doctors of America;"
30.1.8 The endorser has a financial interest in the company whose product or service is
endorsed and this is not made known in the advertisement;
30.1.9 An expert endorser does not possess the qualifications that give the endorser the
expertise represented in the advertisement;
30.1.10 The advertiser represents, directly or by implication, that the endorser is an
"actual consumer" when such is not the case and the advertisement fails to clearly and
conspicuously disclose that fact;
30.1.11 A consumer's experience represented in an advertisement is not the typical
experience of those using the product or service, unless the advertisement clearly and
conspicuously discloses what the expected results will be;
30.1.12 Endorsements placed by advertisers in online blogs or on other third-party
websites do not clearly and conspicuously disclose the connection to the advertiser and
comply with each of the provisions in this Code; and
30.1.13 Advertisers compensate consumers for leaving feedback on third-party online
blogs or websites but fail to ensure that consumers disclose such facts on those blogs or
websites.
In the U.S., advertisers should consult the Federal Trade Commission Guides on Testimonials
and Endorsements for detailed guidance. In Canada, advertisers should review the Competition
Bureau's publication on Untrue, Misleading or Unauthorized Use of Tests and Testimonials for
specific guidance.