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The Better Business Bureau's (BBB) mission is to be the leader in advancing marketplace trust. BBB accomplishes this mission by:

  • Creating a community of trustworthy businesses
  • Setting standards for marketplace trust
  • Encouraging and supporting best practices
  • Celebrating marketplace role models, and;
  • Denouncing substandard marketplace behavior

BBB sees trust as a function of two primary factors — integrity and performance. Integrity includes respect, ethics and intent. Performance speaks to a business’s track record of delivering results in accordance with BBB standards and/or addressing customer concerns in a timely, satisfactory manner.

in 2000, the Bureau developed a Code of Online Business Practices designed to guide ethical "business-to-customer" conduct in e-commerce. It also established an online reliability seal program, which allows consumers to “click to check” whether a company is an accredited business that abides by the BBB’s standards.

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