Business ProfileforRoof Experts LLC

In October 2023, BBB contacted the business regarding the following advertising concerns: 

BUSINESS START DATE:  “Brevard County’s Most Trusted Roofing Experts Celebrating 42 Years of Happy Customers” “Family Owned & Operated Since 1980” “Here at Roof Experts, we’ve spent 42 years repairing the damage..” 

CERTIFICATIONS:  “Roof Experts is Brevard County’s most trusted roofing contractor with top certifications from the best manufacturers in the roofing industry.” 

WARRANTY/GUARANTEE:“100% satisfaction guaranteed” “15 year warranty”

FINANCING:  “Financing & Insurance” “Low Monthly Payments” “100% Financing”  “No Mininum Credit Score Required” 

BBB also inquired about the DBPR contractor licensure the business is working under for window and door installation. To date the business responded but did not provide further information or website updates.

BBB Code of Advertising:

20. Warranties or Guarantees

20.1 When using the term “warranty” or “guarantee” in product advertising, the advertiser must clearly and conspicuously include a statement that the complete details of the warranty can be seen prior to sale at the advertiser's location, viewed on the advertiser’s website or, in the case of mail or telephone order sales, made available free on written request.

20.2 Advertisers should only use “satisfaction guarantee,” “money back guarantee,” “free trial offer,” or similar representations in advertising if the seller or manufacturer refunds the full purchase price of the advertised product or service at the consumer's request.

20.3 When “satisfaction guarantee” or similar representations are used in advertising, any material limitations or conditions that apply to the guarantee must be clearly and conspicuously disclosed.

20.4 When advertising “lifetime” warranties or guarantees or similar representations, the advertisement must clearly and conspicuously disclose its intended meaning of the term “lifetime.”

20.5 Sellers or manufacturers should advertise that a product or service is warranted or guaranteed only if the seller or manufacturer promptly and fully performs its obligations under the warranty or guarantee.

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.

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.

Florida State Statutes Chapter 489 indicates:

REGULATION OF PROFESSIONS AND OCCUPATIONS

Chapter 489

CONTRACTING

View Entire Chapter

489.127Prohibitions; penalties.--

(1)No person shall:

(a)Falsely hold himself or herself or a business organization out as a licensee, certificate holder, or registrant;

(b)Falsely impersonate a certificate holder or registrant;

(c)Present as his or her own the certificate or registration of another;

(d)Knowingly give false or forged evidence to the board or a member thereof;

(e)Use or attempt to use a certificate or registration that has been suspended or revoked;

(f)Engage in the business or act in the capacity of a contractor or advertise himself or herself or a business organization as available to engage in the business or act in the capacity of a contractor without being duly registered or certified;