Business ProfileforNJ Pool Guys

On November 15, 2023, BBB contacted the business regarding its website advertising "eco-friendly."

According to the BBB Code of Advertising, Environmental Benefit Claims

Advertisers should avoid broad, unqualified environmental claims such as “green,” or “eco-friendly.” Other claims such as “degradable,” “recycled,” and “non-toxic,” should only be used when substantiated and properly qualified. Environmental Certifications and seals of approval may be used if properly issued. Additional disclosures are needed if not issued by an independent third-party.

• Advertisers should not make broad, unqualified general environmental benefit claim like “green” or “eco-friendly.”
• Advertisers must qualify general claims with specific environmental benefits.
• Advertisers must possess competent and reliable evidence (often scientific evidence) to support all environmental benefit claims. Qualification for any claim must be clear, conspicuous, and understandable.
• When an advertiser qualifies a general claim with a specific benefit, the benefit should be significant. Advertisers must not highlight small or unimportant benefits.
• Unless clear from the context, any environmental claim must specify clearly and conspicuously whether the claim applies to the product, the product’s packaging, a service or just to a portion of the product, package or service.
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Our goal is to help businesses avoid unreasonable consumer expectations and minimize potential liability whenever possible.

Unfortunately, the business failed to respond to the BBB's request to modify or remove the claim.