More on Ultimate/Best Buy Suit from BBB

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Now the Better Business Bureau is weighing in on Ultimate Electronics’ ads claiming that it has lower prices than Best Buy.
Best Buy recently sued Ultimate because of the regional chains’ advertising campaign that says, “Every day we shop Wal-Mart and Best Buy then adjust our prices to beat theirs, so you know we have the lowest electronics prices period.”
Best Buy’s lawsuit says the ads “are literally false because Ultimate’s prices are frequently higher than Best Buy’s for the same items,” according to The Denver Post.
The suit was filed in the U.S. District Court in Minneapolis.
In turns out the Better Business Bureau is also wary of Ultimate’s claims. It issued a statement saying it has given Ultimate an “F” rating for its ad campaign and for unanswered consumer complaints.
“Lowest price claims should generally not be trusted unless they can be proven or are backed by some kind of ‘meet-or-beat’ guarantee,” said BBB Denver president and CEO Dale Mingilton. “Ultimate Electronics never provided anything to our office that substantiates its claims and that is the main reason for their F rating.”
Along with seeking several damages, Best Buy’s suit asks for the judge to order Ultimate Electronics to discontinue and destroy all challenged advertising and to create new, accurate advertising.
We asked Ultimate for a comment but have not yet heard back.

Sources: The Denver Post, BBB of Denver

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