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Scams, hoaxes and false advertising have been around since Jacob tricked his brother Esau into selling him his birthright (Gen. 25: 29-34). So how do buyers ever trust sellers — and how do sellers gain that trust? Who sets the standards, and who enforces them? Over time, consumers, businesses and the government have developed ways of protecting themselves and maintaining standards in business and advertising. These include Consumers Union, the Better Business Bureaus, and the US Government's Federal Trade Commission. Used properly, these resources can effectively better the consumer experience — and improve business, as well:
Do your homework. Consulting a source you trust is an important first step to making a purchase. Who should you ask?
Friends, family and the guy on the street. You may want to ask around about how long the product has lasted and if it is dependable and easy to use. Try to get the opinion of more than one person, because experience is subjective and varies drastically — and product quality can vary as well. Anecdotal evidence can be useful, but it only goes so far. Another problem is bias. Would you trust your friend Ira if he told you he sold the best vacuum cleaners on this side of the Mississippi? He might be trustworthy about most things, but in this situation, he has a conflict of interest. He wants to do what's good for you, but he is looking out for himself, too. So, who can you trust?
Independent reviewers. To maintain integrity, some independent reviewers do not accept any advertising. This means that, in theory, they don't have any reason to skew their reviews in favor of a major advertiser or supplier. Find reviews and tips on a range of topics at the government's consumers portal, or visit Consumer Reports. CR is published by Consumers Union, a nonprofit organization whose aim is to protect the consumer. The products it tests are bought on the open market, not donated by companies or distributors, and it doesn't allow its reviews to be used for commercial purposes. Some review resources are dedicated to a single industry, such as PC Magazine and CNET (technology), Forbes (business/markets/finance) and Edmunds (cars). ConsumerSearch takes a different approach, compiling reviews on each product and ranking the reviews themselves before finally ranking the products.
A little detective work. Some companies provide services, not products. How can you research a service? Look up the company. Say you want to have your house painted, and who offers to do the job but your pal, Ira. Already skeptical, you decide to do a little sleuthing, and a search for "Ira's Irregular Indigos" on the Better Business Bureau search site turns up the following report: "Ira's Irregular Indigos is a member company with a satisfactory record." This means Ira's is in good standing with the BBB; his company has been in business for at least 12 months, nobody has complained about those strange blues, and the company conforms to the BBB's ethical business codes (or Ira has managed to resolve all complaints in a satisfactory manner). If, however, your search turns up an unsatisfactory report, it could indicate problems ranging from false advertising to bad service to a return policy not adhered to — or, worse, a pattern of bad business behavior that the company has consistently refused to address.
Share your knowledge. You've done the research, made an informed decision, and at long last the product is in your hands. What a relief! Ira's vacuum cleaner was a killer investment, and you've told all your friends its super-suction is going to keep your house clean for generations to come. (It even picked up some errant splatter from his otherwise successful paint job.) Your less fortunate neighbor, however, picked his painter randomly out of the yellow pages. After offering a year's guarantee, the company then refused to either compensate or redo the job when the paint started to peel after only three months. He's complained to you, and he's begged his buddies to help him repaint (and promised to supply ample pizza, of course). But he's neglected to take the most important step: reporting the company's irresponsible, unethical behavior to the authorities. Each industry has its own watchdog:
Report an injury, death or unsafe product to the US Consumer Product Safety Commission (CPSC).
Problems with food, drugs and cosmetics should be registered at the US Food and Drug Administration (FDA).
Lodge complaints about businesses, companies and charities at the Better Business Bureau. BBB member businesses operate on the basis of voluntary self-regulation and they work to resolve disputes speedily and out of court. The BBB does not have the authority to take legal action against offending companies, but it can refer cases to the Federal Trade Commission (FTC). You can also register complaints directly using the FTC consumer complaint form.
File e-commerce complaints at econsumer.gov.
Contact the National Fraud Information Center about cases of Internet or telemarketing fraud.
Did you know? Some "products" are advertised in millions of locations every day but will never be found on the shelf of any store or home. Ad Council, a nonprofit organization, uses volunteer talent and resources to produce, distribute and promote campaigns designed to effect social change. Since the early 1940s, these campaigns have contributed a vast awareness of social issues using unforgettable images and role models. During WWII, Rosie the Riveter drew millions of women out of their homes and into the workforce, when such a move was not yet considered socially acceptable. After more than 50 years, her contemporary, Smokey Bear, still warns: "Only you can prevent forest fires." And let's not forget the detectively McGruff, teaching children to bravely "take a bite out of crime" since the late '70s. The same organization brought forth "Friends don't let friends drive drunk" and those unfortunate — yet resilient — seat-belt-promoting Crash Test Dummies. It also introduced the familiar slogans "A mind is a terrible thing to waste" (as part of another '70s drive to raise funds for the United Negro College Fund) and "Just Say No" (the anti-drug-use campaign).
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