Today\'s market economy depends on consumers to spend money in businesses that they trust. The increased prevalence of issues like identity theft has increased consumer awareness in regards to the integrity of businesses and their employees. One agency that helps ameliorate consumer concerns (though not necessarily with identity theft) is the Better Business Bureau.

The BBB acts as an intermediary between consumers and businesses. They attempt to operate on the basic premise of neutrality. Ideally the BBB helps provide accurate knowledge to interested parties. Often times the news media will refer to local BBB chapters in order to research local disputes, frauds and other pertinent information while investigating a news story. Their familiar torch logo acts as a silent seal of approval that can engender greater public trust. The need for the BBB in part grew out of a high profile legal case at the beginning of the twentieth century.

This case, which was initiated by the government, involved multiple firms, including the Coca Cola Company, after passage of the Pure Food and Drug Act. This act mandated the labeling of products as a result of their content. Perhaps as a result of his involvement in the case Coca Cola manager Samuel Candler Dobbs became involved in the cause of truth in advertising.

In 1909 Dobbs became president of the Associated Advertising Clubs of America which organization set a standard for other nascent advertising organizations in the following decades. Eventually the Council of Better Business Bureaus (the National version of the BBB) was formed from a collection of smaller agencies in 1970.

Local BBB\'s provide a core group of services according to guidelines produced by the CBBB. A brief description of two of these services will follow:

Truth in Advertising: The CBBB has a few agencies of its own that review specific aspects of advertising and or focuses on advertising aimed at certain age groups. These agencies serve the purpose of fostering public trust by screening advertisements and also in promoting the general welfare of the public e.g. promoting children\'s health by ensuring that advertising aimed at children encourages a healthy lifestyle.

Business Reliability Reports: these reports ensure that businesses seeking accreditation by the BBB actually comply with the standards created by each local BBB. Businesses which move may have to reapply for reaccreditation in the new BBB jurisdiction.

As alluded to earlier, businesses with BBB accreditation are allowed to use the BBB torch logo on printed items. However, in order to use the logo online businesses must apply for that privilege specifically.