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The BBB is a privately owned corporation with all the issues of Yelp (blackmailing companies to pay to hide bad reviews).
if not the BBB, then who?
Internet randoms!
Attorney general in your state should have a consumer protection office that will field these complaints.
Complaint has to be coherent and provide sufficient facts ideally supported by some paper and pics.
This issue is in vogue, so if you see it, give the state attorney something to woek with ;)
While this is definitely something people should be doing, doesn't the attorney general only act out if they get enough complaints, or if the complaint stands out in some way?
Will they actually work with someone to resolve their specific complaint every time?
From what I've seen, at least the BBB will try to specifically address your issue with the company and is probably a much easier process to carry out before trying to take things further.
Or is there something about using the BBB that would prevent you from filing a complaint with the attorney general, or prevent you from going further with something like a lawsuit?
They will act on specific complaint, if there is enough evidence to get a W for their career.
Fucked prices at single grocery mehhh... So yeah here it would need some volume to support a pattern of bahavior.
Issue with using BBB is that it doesn't do anything in practice, the shaming taking from 20 years ago hardly works on a modern corpo who can just pay BBB to remove bad publicity but nowadays corpos just don't care.