Business ProfileforFortify Vitamins, Inc.
Vitamins and Supplements
Additional business information
Additional Info:
On July 7, 2020 FTC sent Fortify Vitamins, Inc. a Warning letter Regarding Claims Related to Coronavirus Disease 2019 (COVID-19). Per the FTC on the business social media website at https://www.fortifeye.com and https://www.drmichaellange.com
social media websites at https://www.facebook.com/Fortifeye/ and
https://www.youtube.com/user/OcularHealth
Unsubstantiated claims for Coronavirus prevention or treatment This is to advise you that FTC staff reviewed your websites at on June 24, 2020. We also reviewed your where you direct consumers to contact you to purchase your Fortifeye Immune Boosting Bundle, Fortifeye Super Immune Wellness Bundle, Fortifeye Grass Fed Whey Isolate, Fortifeye Super Protein, Fortifeye Organic Blue Green Superfood, Fortifeye Focus, Fortifeye Probiotics, Fortifeye Super Omega-3, Fortifeye Super Omega-3 Max, and other products. We have determined that you are unlawfully advertising that certain products prevent or treat Coronavirus Disease 2019 (COVID-19).
Some examples of Coronavirus prevention or treatment claims on your websites include:
"Dr Michael Lange and Fortifeye Vitamins have an incredible immune boosting supplement bundle they are now offering at a dramatic discount. During the time of this viral pandemic it is extremely important to have a strong immune system. These four supplements Fortifeye Grass Fed Whey Isolate or Super Protein, Fortifeye Organic Blue Green Superfood, Fortifeye Focus, and Fortifeye Probiotics) have amazing amounts of research supporting their immune boosting and total body
wellness benefits. . . . Lactoferrin, another key immune boosting component of whey protein, is a globular glycoprotein that has many potential health benefits. New research indicates that lactoferrin may have antiviral, antibacterial, antifungal and possibly anti carcinogenic effects. Lactoferrin can bind to a virus and prevent the virus from attaching to a host." (from your webpage at:
http://fortifeye.com/products/fortifeye-immune-boosting-bundle
"New research indicates that lactoferrin may have antiviral, antibacterial, antifungal
and possibly anti carcinogenic effects. Lactoferrin can bind to a virus and prevent
the virus from attaching to a host. This new science is crucial during the time of viral
pandemics. Dr Michael Lange recommends to his patients and his talk show listeners to consume a smoothie daily using a good grass fed whey protein to enhance their immune system . . . During the time of viral pandemics Dr Lange feels this is one proactive step people can do that may have some potential benefits. . . . Grass
Fed Whey Proteins are also high in specific Immunoglobulins . . . all of which are
responsible for a powerful immune system. Build a powerful immune system and fight against viral invasions. . . . Consuming a non denatured grass fed whey protein will help to enhance your immune system and strengthen your body to fight against
viral attacks. Fortifeye makes both grass fed whey concentrate and isolate. . . . Dr
Michael Lange also makes some other recommendations to help keep the immune system charged during the viral pandemic. . . . Dr Lange has created Fortifeye Organic Blue Green Superfood . . . you can order Fortifeye Probiotics online . . . Lange has developed Fortifeye Focus . . . ."
(from your webpage at
http://fortifeye.com/articles/boosting-your-immune-system-naturally)
"We're going to talk a little bit today about some natural approaches to help fight against
this viral invasion, alright. We talked about this earlier in the viral pandemic, but I think
it's a good time to address this, because there's a lot of resurgence of this virus right now.
. . . And omega-3 fish oil, yes, may be beneficial. There's a new study Harvard and
Thailand have been involved in that talks about the resolvins that are in omega-3. Resolvins may actually help to reduce the cytokine storm that's produced by the COVID19 and other viruses. So, it's not a cure, alright, I didn't say that. But I think taking your omega-3, our Fortifeye Super Omega, or better yet, our Fortifeye Super Omega-3 Max, two per day, is going to be a good idea. Because that does have resolvins and protectins in it and it will help reduce the cytokine storm. It's the body's natural stop signals for inflammation. So this cytokine storm when you have this virus attacks your lungs, your heart, your brain . . . you could die. So not only do we need to begin sunshine and vitamin D, getting a lot of vitamin C, maybe some zinc . . . but maybe taking your omega-3. . . . Currently, Fortifeye Super Omega and the one that's 50 percent more potent, Fortifeye Super Omega-3 Max, is (sic) both at $28, okay? So it's a pretty good deal. So, once again, consider taking your omega-3 fish oil . . . Fortifeye, we make it in Norway . . . it is the purest, most potent triglyceride molecule omega-3 in the United States right now. . . . We have developed a product called Fortifeye Super Immune Wellness Bundle, it has all of this and it's a pretty good price. Go to fortifeye.com, check out all the new bundles that we have, and look and see which one you like the best. But the big daddy, the king daddy has everything in it to stimulate your immune system for total wellness of the body, anti-aging, would be the Fortifeye Super Immune Wellness
bundle, and it's at fortifeye.com." (from your June 13, 2020 YouTube video "Dr. Michael Lange discussing how omega 3 may benefit the cytokine storm" at https://www.youtube.com/watch?v=DpJcYb9YP8E; also available in your June 13, 2020 post at https://www.facebook.com/Fortifeye and at https://www.drmichaellange.com/askthe-doctor-dr-michael-lange)
"There's a new study out that may suggest that omega-3 is beneficial. As a matter of fact, the manufacturers of a prescription fish oil that I don't like because our Fortifeye Super Omega(-3) Max is much more potent and pure, they're claiming that it is a treatment for the coronavirus, their high levels of omega-3. And you can go to Google and see why they claim this.
But it does make a lot of sense." (from your June 6, 2020 YouTube video "Ask the Dr. LIVE with Dr. Michael Lange talks about a new mask for
protecting against Covid-19" at https://www.youtube.com/watch?v=_OWHV9umRXA;
also available in your June 6, 2020 post at https://www.facebook.com/Fortifeye and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"Now, I do know, and I've talked about this in this program, everybody needs to be proactive at trying to stimulate their immune system, alright. So we need to be eating the right foods, plenty of fruits and vegetables. We need to be doing all sorts of things to stimulate our immune system. You know, I've created this immune boosting package on the Fortifeye website. It's $99, it's usually $140. I've taken four of our supplements that has (sic) a lot of science and evidence to produce a healthier immune system and all that
science is posted on our website at fortifeye.com. . . . So we gotta be proactive to helping promote an overall healthy immune system so we can maybe potentially decrease the
chance of you catching the virus and/or the symptomology once you do catch it."
(from your April 18, 2020 YouTube video "Dr Michael Lange talks about Viral Pandemic" at
https://www.youtube.com/watch?v=3sYEOYNGH4M; also available in your April 18,2020 post at https://www.facebook.com/Fortifeye and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"Right now with this viral pandemic we have to stimulate a healthy immune system. We
have to kick start our immune system. It's all fine and dandy - social distancing, all of
this washing your hands is very important. But I think it's prudent to really educate the
public on the importance of boosting your immune system. . . . But a lot of you don't
realize . . . the power of proper supplementation. I mean proper vitamins, proper
minerals. And most of the stuff you buy over the counter is not that good. It doesn't
have very much antioxidant, doesn't have many minerals, it's not organically derived, it
has a lot of binders and fillers, and a lot of stuff that's not that good for you. So, I've
developed four supplements that are being used all over the world right now, put them all
together in what we call Fortifeye Immune Boosting Bundle, alright. This is taking
Organic Blue Green Superfood, taking our Fortifeye Probiotic bacteria, taking our
Fortifeye Focus . . . and then either . . . Fortifeye vanilla or chocolate Super Protein . . . or our Grass Fed Whey Protein Isolate. . . . I call it quadruple whammy fighting against outside invaders - virus, alright. Fungus, bacterial infections. . . . It works, like I said,
I've got thousands of patients taking this right now . . . . Doctors all over the world are
recommending it. . . . And it would be $140 if you bought them individually, and right
now we're doing a deal, $99. And you go on to the Fortifeye website, fortifeye.com, or
call Fortifeye Vitamins. . . . So go to fortifeye.com, go to Immune Boosting Bundle.
And I wrote a little article on it today, posted on there, so it tells you about the science of
why I recommend it. . . . Right now in this viral pandemic, you know, I'm trying to do
everything I can to help all of you."
(from your April 9, 2020 YouTube video "Dr
Michael Lange launches Fortifeye Immune Boosting Bundle" at
https://www.youtube.com/watch?v=UOl3Pkut9Qg&t; also available at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"ASK THE DR RADIO SHOW CALLER): If you load up with antioxidants . . . would it help you fend off this virus or not?
DR. LANGE: Well, there is a lot of proof, a lot of science, a lot of clinical evidence
that actually talks about boosting your immune system with certain nutrients, okay?
And that's what that article is I just wrote, so when you get a chance, it goes into a lot of detail about boosting your immune system naturally, and it does mention some of our products, and it gives you a discount, but I give you alternatives, so it's just not about pushing
Fortifeye, okay? I'm giving everyone 25% off during this pandemic. I push Fortifeye
because I know what's in it, I developed it, I know it's the best of the best. . . . So, a few
supplements that I developed that I do recommend are the whey protein isolate that I developed or the new whey protein super protein concentrate. And there's a lot of science behind why a whey protein stimulates your immune system and does fight against viruses. Now specifically the coronavirus, who knows, but we do know it fights
against AIDS, HIV, influenza, alright? It fights against herpes zoster, it fights against
lots of other types of viruses, so I can't say with coronavirus, I'm sure there are some
studies from the old coronavirus and whey protein. But remember whey protein not only
enables you to build muscle strength and endurance, it's going to help fight off viruses
indirectly by building your immune system. So I like that. I like the Fortifye Focus. Fortifye Focus two per day during this viral season because two per day has been shown, the astaxanthin at two per day actually builds your immune system dramatically. . . . The Fortifye Probiotics I recommend. . . . And then I do recommend something I created called Fortifeye Organic Blue Green Superfood . . . . Those are the four I call the quadruple whammy against the virus, building your immune system. . . . Those four things will build your immune system, it'll make you healthier in general, it'll make you
feel better. And who knows, the whole key is to have a strong immune system so that you don't catch this virus, and if you do catch this virus, it doesn't kill you, okay?"
(From your April 4, 2020 YouTube video "Dr. Michael Lange discussing how to stay
safe during the pandemic at https://www.youtube.com/watch?v=8C9Mwp6-72k; also
available in your April 4, 2020 posts at https://www.facebook.com/Fortifeye (including
your post "Ask the Dr. LIVE with Dr. Michael Lange second part of discussion on boosting immune system and decreasing chance of getting the corona virus") and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
It is unlawful under the FTC Act, 15 U.S.C. § 41 et seq., to advertise that a product
can prevent, treat, or cure human disease unless you possess competent and reliable scientific evidence, including, when appropriate, well-controlled human clinical studies, substantiating that the claims are true at the time they are made. For COVID-19, no such study is currently known to exist for the products identified above. Thus, any corona virus related prevention or treatment claims regarding such products are not supported by competent and reliable scientific evidence. You must immediately cease making all such claims.
You are also advised to review all other claims for your products and immediately cease making claims that are not supported by competent and reliable scientific evidence.
Within 48 hours, please send a message to Richard Cleland, Assistant Director via
electronic mail at rcleland@ftc.gov describing the specific actions you have taken to address the FTC's concerns. If you have any questions regarding compliance with the FTC Act, please
contact Richard Cleland at 202-326-3088.
As Of November 4, 2020 the business provided a statement regarding this action and stated:
We immediately adjusted the wording on our website... They stated to us, no covid statements could be on the website.
We removed within the 48 hour time frame as they requested, and all was handled to their satisfaction. There are no ongoing issues with the FTC and Fortify.
social media websites at https://www.facebook.com/Fortifeye/ and
https://www.youtube.com/user/OcularHealth
Unsubstantiated claims for Coronavirus prevention or treatment This is to advise you that FTC staff reviewed your websites at on June 24, 2020. We also reviewed your where you direct consumers to contact you to purchase your Fortifeye Immune Boosting Bundle, Fortifeye Super Immune Wellness Bundle, Fortifeye Grass Fed Whey Isolate, Fortifeye Super Protein, Fortifeye Organic Blue Green Superfood, Fortifeye Focus, Fortifeye Probiotics, Fortifeye Super Omega-3, Fortifeye Super Omega-3 Max, and other products. We have determined that you are unlawfully advertising that certain products prevent or treat Coronavirus Disease 2019 (COVID-19).
Some examples of Coronavirus prevention or treatment claims on your websites include:
"Dr Michael Lange and Fortifeye Vitamins have an incredible immune boosting supplement bundle they are now offering at a dramatic discount. During the time of this viral pandemic it is extremely important to have a strong immune system. These four supplements Fortifeye Grass Fed Whey Isolate or Super Protein, Fortifeye Organic Blue Green Superfood, Fortifeye Focus, and Fortifeye Probiotics) have amazing amounts of research supporting their immune boosting and total body
wellness benefits. . . . Lactoferrin, another key immune boosting component of whey protein, is a globular glycoprotein that has many potential health benefits. New research indicates that lactoferrin may have antiviral, antibacterial, antifungal and possibly anti carcinogenic effects. Lactoferrin can bind to a virus and prevent the virus from attaching to a host." (from your webpage at:
http://fortifeye.com/products/fortifeye-immune-boosting-bundle
"New research indicates that lactoferrin may have antiviral, antibacterial, antifungal
and possibly anti carcinogenic effects. Lactoferrin can bind to a virus and prevent
the virus from attaching to a host. This new science is crucial during the time of viral
pandemics. Dr Michael Lange recommends to his patients and his talk show listeners to consume a smoothie daily using a good grass fed whey protein to enhance their immune system . . . During the time of viral pandemics Dr Lange feels this is one proactive step people can do that may have some potential benefits. . . . Grass
Fed Whey Proteins are also high in specific Immunoglobulins . . . all of which are
responsible for a powerful immune system. Build a powerful immune system and fight against viral invasions. . . . Consuming a non denatured grass fed whey protein will help to enhance your immune system and strengthen your body to fight against
viral attacks. Fortifeye makes both grass fed whey concentrate and isolate. . . . Dr
Michael Lange also makes some other recommendations to help keep the immune system charged during the viral pandemic. . . . Dr Lange has created Fortifeye Organic Blue Green Superfood . . . you can order Fortifeye Probiotics online . . . Lange has developed Fortifeye Focus . . . ."
(from your webpage at
http://fortifeye.com/articles/boosting-your-immune-system-naturally)
"We're going to talk a little bit today about some natural approaches to help fight against
this viral invasion, alright. We talked about this earlier in the viral pandemic, but I think
it's a good time to address this, because there's a lot of resurgence of this virus right now.
. . . And omega-3 fish oil, yes, may be beneficial. There's a new study Harvard and
Thailand have been involved in that talks about the resolvins that are in omega-3. Resolvins may actually help to reduce the cytokine storm that's produced by the COVID19 and other viruses. So, it's not a cure, alright, I didn't say that. But I think taking your omega-3, our Fortifeye Super Omega, or better yet, our Fortifeye Super Omega-3 Max, two per day, is going to be a good idea. Because that does have resolvins and protectins in it and it will help reduce the cytokine storm. It's the body's natural stop signals for inflammation. So this cytokine storm when you have this virus attacks your lungs, your heart, your brain . . . you could die. So not only do we need to begin sunshine and vitamin D, getting a lot of vitamin C, maybe some zinc . . . but maybe taking your omega-3. . . . Currently, Fortifeye Super Omega and the one that's 50 percent more potent, Fortifeye Super Omega-3 Max, is (sic) both at $28, okay? So it's a pretty good deal. So, once again, consider taking your omega-3 fish oil . . . Fortifeye, we make it in Norway . . . it is the purest, most potent triglyceride molecule omega-3 in the United States right now. . . . We have developed a product called Fortifeye Super Immune Wellness Bundle, it has all of this and it's a pretty good price. Go to fortifeye.com, check out all the new bundles that we have, and look and see which one you like the best. But the big daddy, the king daddy has everything in it to stimulate your immune system for total wellness of the body, anti-aging, would be the Fortifeye Super Immune Wellness
bundle, and it's at fortifeye.com." (from your June 13, 2020 YouTube video "Dr. Michael Lange discussing how omega 3 may benefit the cytokine storm" at https://www.youtube.com/watch?v=DpJcYb9YP8E; also available in your June 13, 2020 post at https://www.facebook.com/Fortifeye and at https://www.drmichaellange.com/askthe-doctor-dr-michael-lange)
"There's a new study out that may suggest that omega-3 is beneficial. As a matter of fact, the manufacturers of a prescription fish oil that I don't like because our Fortifeye Super Omega(-3) Max is much more potent and pure, they're claiming that it is a treatment for the coronavirus, their high levels of omega-3. And you can go to Google and see why they claim this.
But it does make a lot of sense." (from your June 6, 2020 YouTube video "Ask the Dr. LIVE with Dr. Michael Lange talks about a new mask for
protecting against Covid-19" at https://www.youtube.com/watch?v=_OWHV9umRXA;
also available in your June 6, 2020 post at https://www.facebook.com/Fortifeye and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"Now, I do know, and I've talked about this in this program, everybody needs to be proactive at trying to stimulate their immune system, alright. So we need to be eating the right foods, plenty of fruits and vegetables. We need to be doing all sorts of things to stimulate our immune system. You know, I've created this immune boosting package on the Fortifeye website. It's $99, it's usually $140. I've taken four of our supplements that has (sic) a lot of science and evidence to produce a healthier immune system and all that
science is posted on our website at fortifeye.com. . . . So we gotta be proactive to helping promote an overall healthy immune system so we can maybe potentially decrease the
chance of you catching the virus and/or the symptomology once you do catch it."
(from your April 18, 2020 YouTube video "Dr Michael Lange talks about Viral Pandemic" at
https://www.youtube.com/watch?v=3sYEOYNGH4M; also available in your April 18,2020 post at https://www.facebook.com/Fortifeye and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"Right now with this viral pandemic we have to stimulate a healthy immune system. We
have to kick start our immune system. It's all fine and dandy - social distancing, all of
this washing your hands is very important. But I think it's prudent to really educate the
public on the importance of boosting your immune system. . . . But a lot of you don't
realize . . . the power of proper supplementation. I mean proper vitamins, proper
minerals. And most of the stuff you buy over the counter is not that good. It doesn't
have very much antioxidant, doesn't have many minerals, it's not organically derived, it
has a lot of binders and fillers, and a lot of stuff that's not that good for you. So, I've
developed four supplements that are being used all over the world right now, put them all
together in what we call Fortifeye Immune Boosting Bundle, alright. This is taking
Organic Blue Green Superfood, taking our Fortifeye Probiotic bacteria, taking our
Fortifeye Focus . . . and then either . . . Fortifeye vanilla or chocolate Super Protein . . . or our Grass Fed Whey Protein Isolate. . . . I call it quadruple whammy fighting against outside invaders - virus, alright. Fungus, bacterial infections. . . . It works, like I said,
I've got thousands of patients taking this right now . . . . Doctors all over the world are
recommending it. . . . And it would be $140 if you bought them individually, and right
now we're doing a deal, $99. And you go on to the Fortifeye website, fortifeye.com, or
call Fortifeye Vitamins. . . . So go to fortifeye.com, go to Immune Boosting Bundle.
And I wrote a little article on it today, posted on there, so it tells you about the science of
why I recommend it. . . . Right now in this viral pandemic, you know, I'm trying to do
everything I can to help all of you."
(from your April 9, 2020 YouTube video "Dr
Michael Lange launches Fortifeye Immune Boosting Bundle" at
https://www.youtube.com/watch?v=UOl3Pkut9Qg&t; also available at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
"ASK THE DR RADIO SHOW CALLER): If you load up with antioxidants . . . would it help you fend off this virus or not?
DR. LANGE: Well, there is a lot of proof, a lot of science, a lot of clinical evidence
that actually talks about boosting your immune system with certain nutrients, okay?
And that's what that article is I just wrote, so when you get a chance, it goes into a lot of detail about boosting your immune system naturally, and it does mention some of our products, and it gives you a discount, but I give you alternatives, so it's just not about pushing
Fortifeye, okay? I'm giving everyone 25% off during this pandemic. I push Fortifeye
because I know what's in it, I developed it, I know it's the best of the best. . . . So, a few
supplements that I developed that I do recommend are the whey protein isolate that I developed or the new whey protein super protein concentrate. And there's a lot of science behind why a whey protein stimulates your immune system and does fight against viruses. Now specifically the coronavirus, who knows, but we do know it fights
against AIDS, HIV, influenza, alright? It fights against herpes zoster, it fights against
lots of other types of viruses, so I can't say with coronavirus, I'm sure there are some
studies from the old coronavirus and whey protein. But remember whey protein not only
enables you to build muscle strength and endurance, it's going to help fight off viruses
indirectly by building your immune system. So I like that. I like the Fortifye Focus. Fortifye Focus two per day during this viral season because two per day has been shown, the astaxanthin at two per day actually builds your immune system dramatically. . . . The Fortifye Probiotics I recommend. . . . And then I do recommend something I created called Fortifeye Organic Blue Green Superfood . . . . Those are the four I call the quadruple whammy against the virus, building your immune system. . . . Those four things will build your immune system, it'll make you healthier in general, it'll make you
feel better. And who knows, the whole key is to have a strong immune system so that you don't catch this virus, and if you do catch this virus, it doesn't kill you, okay?"
(From your April 4, 2020 YouTube video "Dr. Michael Lange discussing how to stay
safe during the pandemic at https://www.youtube.com/watch?v=8C9Mwp6-72k; also
available in your April 4, 2020 posts at https://www.facebook.com/Fortifeye (including
your post "Ask the Dr. LIVE with Dr. Michael Lange second part of discussion on boosting immune system and decreasing chance of getting the corona virus") and at
https://www.drmichaellange.com/ask-the-doctor-dr-michael-lange)
It is unlawful under the FTC Act, 15 U.S.C. § 41 et seq., to advertise that a product
can prevent, treat, or cure human disease unless you possess competent and reliable scientific evidence, including, when appropriate, well-controlled human clinical studies, substantiating that the claims are true at the time they are made. For COVID-19, no such study is currently known to exist for the products identified above. Thus, any corona virus related prevention or treatment claims regarding such products are not supported by competent and reliable scientific evidence. You must immediately cease making all such claims.
You are also advised to review all other claims for your products and immediately cease making claims that are not supported by competent and reliable scientific evidence.
Within 48 hours, please send a message to Richard Cleland, Assistant Director via
electronic mail at rcleland@ftc.gov describing the specific actions you have taken to address the FTC's concerns. If you have any questions regarding compliance with the FTC Act, please
contact Richard Cleland at 202-326-3088.
As Of November 4, 2020 the business provided a statement regarding this action and stated:
We immediately adjusted the wording on our website... They stated to us, no covid statements could be on the website.
We removed within the 48 hour time frame as they requested, and all was handled to their satisfaction. There are no ongoing issues with the FTC and Fortify.
At-a-glance
Related Categories
Business Details
This is a multi-location business.
- Location of This Business
- 605 S Bayshore Blvd, Safety Harbor, FL 34695-4003
- BBB File Opened:
- 9/11/2020
- Business Management
- Mr. Michael Lange, President/Director
- Tamie Lange, Secretary
- Contact Information
Principal
- Mr. Michael Lange, President/Director
Customer Contact
- Mr. Michael Lange, President/Director
- Tamie Lange, Secretary
Customer Complaints
0 Customer Complaints
Need to file a complaint? BBB is here to help. We'll guide you through the process. How BBB Processes Complaints and Reviews
File a ComplaintBBB Business Profiles may not be reproduced for sales or promotional purposes.
BBB Business Profiles are provided solely to assist you in exercising your own best judgment. BBB asks third parties who publish complaints, reviews and/or responses on this website to affirm that the information provided is accurate. However, BBB does not verify the accuracy of information provided by third parties, and does not guarantee the accuracy of any information in Business Profiles.
When considering complaint information, please take into account the company's size and volume of transactions, and understand that the nature of complaints and a firm's responses to them are often more important than the number of complaints.
BBB Business Profiles generally cover a three-year reporting period. BBB Business Profiles are subject to change at any time. If you choose to do business with this business, please let the business know that you contacted BBB for a BBB Business Profile.
As a matter of policy, BBB does not endorse any product, service or business. Businesses are under no obligation to seek BBB accreditation, and some businesses are not accredited because they have not sought BBB accreditation.