The BBB Confidence Standards are eight principles that summarize important elements in creating and maintaining business confidence.

1. Build Trust Establish and maintain a positive track record in the marketplace.
2. Advertise Honestly Adhere to established standards of advertising and selling.
3. Tell the Truth Honestly represent products and services, including clear and adequate disclosures of all material terms.
4. Be Transparent Openly identify the nature, location, and ownership of the business, and clearly disclose all policies, guarantees and procedures that bear on a customer’s decision to buy.
5. Honor Promises Abide by all written agreements and verbal representations.
6. Be Responsive Address marketplace disputes quickly, professionally, and in good faith.
7. Safeguard Privacy Protect any data collected against mishandling and fraud, collect personal information only as needed, and respect the preferences of customers regarding the use of their information.
8. Embody Integrity Approach all business dealings, marketplace transactions and commitments with integrity.