Additional Information for Gator Heating and Air Conditioning

In  April 2024, BBB contacted the business regarding the following advertising claim: "Best Price Guaranteed" 
To date the business did not respond. 

BBB Code of Advertising indicates: 

12. Lowest Prices, Underselling Claims
Despite an advertiser's best efforts to ascertain competitive prices, the rapidity with which prices fluctuate and the difficulty of determining prices of all sellers at all times preclude an absolute knowledge of the truth of unqualified underselling/lowest price claims.
12.1 Advertisers must have proper substantiation for all claims prior to dissemination.
12.2 Unqualified underselling claims must be avoided.
12.3 Advertisers can lessen the potential for consumer confusion by appropriate qualifications to any underselling/lowest price claim, such as by stating, if truthful, that the advertiser will meet or beat a lower price. In such circumstances, the advertiser must comply with Section 13.
13. Price Equaling, Meeting Competitors’ Prices
13.1 Advertisements which set out company policy of matching or bettering competitors' prices may be used, provided that:
13.1.1 The offer is made in good faith;
13.1.2 The offer clearly and conspicuously discloses fully any material and significant conditions which apply including, if applicable, what evidence a consumer must present to take advantage of the offer; and
13.1.3 The terms of the offer are not unrealistic or unreasonable for the consumer.
13.2 Advertisers should be aware that such claims, unless appropriately qualified, may create an implicit obligation to adjust prices generally for specific products or services. This may be the case where the advertiser's price for a product or service is not as low as or lower than a competitor's price.

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.