What is the primary role of the Better Business Bureau (BBB)?

The primary role of the Better Business Bureau (BBB) is to promote trust between businesses and consumers and resolve disputes. The organization is dedicated to enhancing marketplace trust by providing resources and information that help consumers make informed decisions. It offers a platform for consumers to file complaints against businesses, which can lead to dispute resolution and encourage businesses to adhere to ethical practices. By establishing standards for trust and providing a forum for consumers to share their experiences, the BBB plays a critical role in fostering accountability and transparency in business practices.