Americans are exposed to thousands of advertisements every day. Some advertisements use bold claims that mislead consumers. The Better Business Bureau warns you about common tricks advertisers use to deceive you.

Lifetime warranties

Lifetime warranties often refer to the usual lifetime of a product. Rarely does “lifetime guarantee” mean the consumer’s lifetime. Be sure to check the exact meaning in the warranty.

Free

The word “free” only can be used in advertising when the advertiser is offering an unconditional gift. If there’s a cost to receive the free gift, the advertiser must clearly disclose the conditions.

Don’t fall for advertising tricks. Make your own price comparisons. Visit bbb.org or call (937) 222-5825 or (800) 776-5301 for more information on the BBB’s Code of Advertising.

Best, most and other superlative claims

Unbeatable claims can be objective, based on fact; or subjective, based on opinion. Objective claims relate to tangible qualities and performance which can be measured against accepted standards. Objective claims must be substantiated by an advertiser.

Obvious use of puffery, boasting or exaggeration such as — “we offer the best customer service in town” — may not be subject to truth-in-advertising standards.

Our prices can’t be beat...

Prices fluctuate regularly and can be extremely difficult for an advertiser to claim with certainty his or her prices are lower than competitors. Advertisers should have substantiation or be willing to match a lower price.

Licensed or not?

Many companies advertise they’re licensed, but surprisingly, some advertisers aren’t licensed to do the work you think. Check the licensing page of the state’s Web site, business.ohio.gov, or contact local government offices to clarify licensing requirements for your area.

John North is president and CEO of the Better Business Bureau.