Consumer complaints can be used as pre‐purchase information. A major way in which this currently works is through Better Business Bureau reports to consumers on particular business firms. Case studies for the Consumer Complaint Study and two tests carried out in 1976 reconfirm the 1971 Rosenthal study conclusion that such BBB reports are “misleading, inaccurate, and incomplete.” The basic explanation of this poor quality of BBB reports continues to be the operation of BBBs in the interests of the conventional business