An Ohio company that markets products ranging from portable electric heaters to uncut sheets of U.S. dollar bills is under scrutiny for what the Better Business Bureau of Southern Arizona calls “significant and ongoing concerns” over advertisements which BBB believes have the capacity to mislead consumers.

The company, Arthur Middleton Capital Holdings of Canton, Ohio, is best known for its full-page ads in newspapers and magazines that appear similar to news stories and which run in publications in Arizona, and nationwide.

Arthur Middleton’s owner and chairman is Rodney Napier.

Kim States, BBB President, said BBBs in several markets  have questioned Middleton’s continued use of misleading and, at times, erroneous information in company ads.

“In our judgment, these problems have become so chronic and so flagrant that we felt an obligation to alert the public,” States said. “Time after time, BBB has expressed its concerns about the ads to the company. Time after time, the company has promised to make changes, only to come up with new products and new ads that are just as troubling.”

Most of the BBB’s concerns involve ads for World Reserve Monetary Exchange and Heat Surge – both businesses are part of the Arthur Middleton holding company.

BBB has logged 207 consumer complaints involving World Reserve Monetary Exchange, and 258 involving Heat Surge. Many of the complainants, some of which are from southern Arizona, say the ads are misleading.

World Reserve Monetary Exchange sells coins, paper currency, safes and related items and describes itself as “the largest provider of coin and currency aside from the U.S. Federal Reserve.”  Heat Surge is best known as the seller of Roll-N-Glow (is this the same as the Heat Surge fireplace?) electric fireplaces, with Amish-built mantles. Among recent ads targeted by the BBB are:

• World Reserve Monetary Exchange ads for uncut sheets of $1, $2 and $5 bills. The $1 and $5 bill (more…)

Better Business Bureau of Southern Arizona is alerting consumers to Heat Surge LLC, an Ohio-based business that has been peppering the country with misleading advertisements claiming consumers can receive a free heater.

The ads, which have appeared on television, in local publications across the nation, and in national publications, such as Newsweek, claim consumers can receive a free heater if they’re one of the first 17,247 people to call to beat the company’s order deadline.

“The free claims for the product in the ad are false,” said Kim States, BBB President. “The company also states a time sensitive deadline that adds pressure for individuals to act, and many consumers have told BBB that they regret placing that order.”

Complaints regarding service, advertising, product issues, and a host of other concerns have been filed with BBB. Consumers that called for their free heater tell BBB they were shocked to find themselves caught in a sales pitch about materials for the heater case and finishes used and ended up being charged about $300 to $400 hundred dollars.

Use of the word “free” in advertising comes with clear guidelines for businesses and is outlined in BBB’s code of advertising. The word “free” can only be used in advertising when the advertiser is offering an unconditional gift. If there is a cost to receive the free gift, the advertiser must clearly and conspicuously disclose the conditions.

“BBB frowns on deceptive advertising tactics,” States said

The BBB’s National Advertising Division (NAD) reviews national advertising for truthfulness, accuracy and to foster public confidence in the credibility of advertising. BBB’s often cite advertisers for their claims and businesses are asked to substantiate their offers promptly to the BBB. If you have an advertising claim that you’d like the BBB to review, you can send it to info@tucson.bbb.org.