The Better Business Bureau of the Southland serves Los Angeles, Orange, Riverside and San Bernardino counties and is one of nearly 200 Better Business Bureaus across the U.S. and Canada. The BBB is a private, nonprofit, self-regulatory organization, dedicated to promoting fairness and honesty in the marketplace. The BBB believes that a business community committed to ethical business practices, coupled with an educated and informed public, are the keys to fairness and honesty in the marketplace.