Our mission is to be the leader in advancing marketplace trust. We accomplish this mission by: 1) creating a community of trustworthy businesses. 2) setting standards for marketplace trust. 3) encouraging and supporting BEST practices. 4) celebrating marketplace role models,and 5) denouncing substandard marketplace behavior.the BBB is a public service agency devoted to the protection of the consuming public and the vitality of the free enterprise system. It fulfills its purpose by fostering high standards of responsibility in business practices and services and by advocating truth in advertising, such objectives to be achieved through voluntary regulation and monitoring activities designed to enhance public confidence in business.