Window sellers need to be transparent in their marketing. Roofers need to stay on top of the law. And home siding installers shouldn’t sidle up to consumers with inappropriately high-pressure sales pitches.
That’s the gist of an Oct. 13 letter to more than 30 home remodelers around the state from the Washington Attorney General’s Office.
“We want the home remodeling industry to do a makeover on their bad sales practices,” said Assistant Attorney General Jack Zurlini, of the office’s Consumer Protection Division. Zurlini pointed out that the letter is a general notice to educate businesses about unlawful practices, and doesn’t necessarily mean that recipients are breaking the law.
According to Kristin Alexander, media relations manager, a number of companies in county line cities have received letters. “However, it’s important to point out that just because a company received a letter, that doesn’t mean we believe it’s practices are illegal.”
“If your business boasts bogus discounts, pressures consumers to buy immediately or exaggerates endorsements, stop now – or hire an attorney because you’ll probably be hearing from us in short order,” Zurlini said. “Bad actors give the industry a bum rap. And that’s not fair to those who are doing the right thing. There are many good companies out there.”
The list of practices the Attorney General’s Office is on the look-out for include:
• Inflated retail prices and bogus discounts: Officially called “false reference pricing” under the law, this scheme has been illegal for more than 70 years. It occurs when companies misrepresent that consumers are buying at a substantially discounted price. Companies try to conceal their scheme by having consumers agree to do just about anything to “earn” the bogus discounts, such as posting a sign in their yard.
• High-pressure sales: Consumers are told that if they don’t buy now, the price will be higher in the future. Sometimes companies use scare tactics such as exaggerating the dangers posed by a small amount of mold found around a window. Sales pitches last for hours or are scheduled late at night so consumers are worn down and say “yes” just to get the sales person out of their home.
• Fraudulent endorsements: Companies exaggerate awards or Better Business Bureau ratings to appear better than their competitors. Some fabricate endorsements or testimonials.
Consumers who believe they may be a victim of such illegal practices may file a complaint with the Attorney General’s Office. Complaints can be filed online at www.atg.wa.gov or request a complaint form by calling the Consumer Resource Center at 800-551-4636 between 10 a.m. and 3 p.m. weekdays.
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