BBB AdTruth partners with Google to fact-check ads
By Whitley Ray
Better Business Bureau launched its latest consumer reporting service, BBB AdTruth, an online tool that empowers everyday shoppers to identify advertisements that appear to contain claims that are questionable or that may lack evidence to support them and report them so BBB advertising review specialists can investigate and assess their truthfulness. Google Inc. is a 2019 Community Program Partner for BBB AdTruth.
“Questionable advertisements continue to plague consumers,” said Jane Driggs, president of BBB serving northern Nevada and Utah. “Now consumers can report those ads to BBB quickly and easily. Consumers rely on ads to be truthful.”
BBB AdTruth guides consumers through a series of questions about where they saw or heard the advertisement, which claims were made in the advertisement (based on the BBB Code of Advertising), and why the consumer was concerned about the truthfulness of the ad. Consumers are able to upload screenshots or photos as well, enabling BBB investigators to gather information quickly.
The BBB AdTruth program was created in 2013 to teach consumers how to identify and report suspicious or misleading advertisements thanks to support provided through a cy pres award from the California courts and a grant from Google Inc. The educational program includes online content, videos, infographics, and a public awareness campaign that has garnered more than 237 million media impressions.
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