ADVERTISING

Complaint Against U-Haul Ads Referred to FTC: In an unusual move, the National Advertising Review Board, the advertising industry’s self-regulatory agency, referred to the Federal Trade Commission a complaint against the company’s advertised “guaranteed reservations” claims. The board said it made the referral after U-Haul International Inc. failed to indicate that it would comply with the board’s recommendation to quit using the potentially misleading claim in its Yellow Pages ads. Phoenix-based U-Haul, the nation’s biggest consumer truck-rental firm, denied that the ads are misleading. The company also said it needs more time to review the panel’s ruling and that it would not be rushed into a decision. The dispute centers on interpretations of the word guaranteed. The Better Business Bureau of Western Washington challenged the U-Haul ads after receiving complaints from consumers who didn’t get vehicles they had reserved despite what telephone directory ads promised. U-Haul argued that it provides the requested vehicle 99% of the time and is able to satisfy most of those whose trucks or trailers are not available with comparable vehicles at the same prices and often with more amenities.