The Better Business Bureau (BBB) was founded in 1912. It is a private, nonprofit organization, whose self-described mission is to focus on advancing ethics and trust between businesses and their customers. The members are adhering to self-regulation. The BBB refrains from recommending or endorsing any specific business, products, or service, to avoid conflict of interest. The BBB has a rating system for its business members. The scale is from A+ to F. The evaluation is based on 17 factors. It analyzes the datapoints and generates a grade to the business. If the business is in good standing, then it will allow the busines to use the BBB logo in marketing materials. The BBB has been a trusted partner in our communities for over 100 years. However, the Circle of Trust has competitors and critics stating that Yelp, Angie’s List and Google Reviews is doing a better job.