Treasure Hunters Roadshow, a traveling show set up at the Carroll Knicely Conference Center this week that offers money for personal valuables, is facing a federal lawsuit by the makers of the popular television show “Antiques Roadshow” alleging deceptive advertising and business practices.

The outfit is accused of playing on the success of the Public Broadcasting Service show, confusing consumers “by intentionally trying to pass themselves off as being affiliated with (Antiques Roadshow)” and placing “highly misleading ads that result in consumers being ripped off in these hard times by such misrepresentation,” according to court documents that refer to the show as a “scam” and “rip off.”

The Springfield, Ill.-based THR also has a record of complaints with the Better Business Bureau, according to documents from that agency.

Representatives of THR, however, say the company clearly differs from “Antiques Roadshow” because THR is in the business of buying – not appraising – collectibles. The company says allegations of copyright infringement lack merit.

Some critics aren’t buying it. The company is “unscrupulous,” goes “from town to town buying valuable antiques at pennies on the dollar” and writes bad checks, according to a suit filed in an Illinois U.S. district court in February by attorneys for the WGBH Educational Foundation in Boston, which produces the PBS series for the British Broadcasting Corp.

WGBH claims that Treasure Hunters is trading on the success of “Antiques Roadshow” and is seeking an injunction to stop the show from using the “Roadshow” name and its treasure chest logo. “Antiques Roadshow” uses a treasure chest in its logo as well.

Named in the suit are Jeff Parsons and THR and Associates, Parsons’ company that does business under the names of Treasure Hunters Roadshow, Antique Treasure Hunters Roadshow, the International Collectors Association and the Ohio Valley Gold and Silver Refinery.

The PBS series centers on potentially rare or valuable objects, which owners bring to tapings for appraisal. Meanwhile, THR actually buys items from sellers. The lawsuit alleges THR is “primarily in the business of buying scrap metal,” although it entices sellers by hosting events in various cities around the U.S. and inviting the public to bring in valuable items such as gold, silver, diamonds, coins, antiques and collectibles.

THR has also been the subject of numerous complaints for underpaying or undervaluing products and for taking advantage of consumers, WGBH alleges.

That’s what Autumn Cardwell of Bowling Green said happened to her this week when she brought in numerous items to be sold, including jewelry, a guitar and an old sword.

“It was a joke,” said Cardwell, who owns Shady Ray’s Pawn Shop in Bowling Green. “This is nothing but a gold-buying scam. I could tell because they were giving me prices based just on the weight of what I had and they were low-balling me.”

Cardwell on Tuesday morning took in a guitar, an antique sword and a 1.8-carat diamond ring she said had a wholesale value of $5,000.

Jennifer Cooper, a broker at the show, offered Cardwell $1,500 for the ring.

“Money is tight for people right now,” Cooper said as she used a laptop computer to access what she said was a wide network of buyers and experts who helped put value on Cardwell’s items.

“Jewelers don’t want to buy because they can’t move what they have at the moment. Maybe closer to Christmas would be a better time to sell,” Cooper told Cardwell.

“They say they want antiques and collectibles but they don’t care about that,” Cardwell said. “I have a $2,200 guitar and they didn’t even know what it was.”

But Matthew Enright, vice president of media relations for THR, said the company has not violated any trademark laws and is, in fact, in the market for unusual items.

“Anybody can sue anybody,” Enright said. “It is just a lawsuit, so that is a moot point. In fact, they sued us before in 2000 and lost. They say they own the name ‘Roadshow,’ but that’s like me opening a barber shop, then you opening one down the street two weeks later and using the name barber shop.”

Brent Bishop, manager for the THR event in Bowling Green, said Treasure Hunters Roadshow is interested in purchasing items such as coins, jewelry, comic books and antique toys.

Before the event in Bowling Green this week, THR sent press materials to local media outlets that suggested a THR-based television show is in the works. Bishop said he did not know what channel might broadcast the show or when such a show is scheduled to be aired.

Reached by telephone Wednesday, Enright said the show will kick off in 70 million households in two weeks, mostly on cable and local channels on the West Coast and in Pennsylvania. Enright said THR will air 26 half-hour segments on cable and local networks and is filming in Lexington and Louisville.

“ ‘Antiques Roadshow’ is great and I don’t have anything bad to say about them, but they are a little upset that we have a TV show coming out,” Enright said.

“Antiques Roadshow” has a registered federal trademark issued in December 17, 2002, according to the suit. It is owned by British Broadcasting Corporation and is licensed by WGBH.

Advertising materials that THR sent out also claimed that THR visitors “can expect an inviting atmosphere while being able to interact directly with experts.” The company also said it had paid $6,500 for a Civil War-era sword.

Cardwell said she received a check for $100 for her antique sword.

Paul Schraps and his mother, Carol, of Munfordville, made the trip to Bowling Green to consult with THR about several items, including a statue Schraps claimed he unearthed in a cave in Mexico in the 1970s that was “pre-Aztec.”

“I’ve had this for years but have no idea what it is worth,” Schraps said. “I’d really like to find out.”

A THR agent took photos of the piece but said it needed supporting documentation before anyone would be interested in purchasing it or even looking at it.

“We don’t appraise, we purchase,” Enright said. “Most people could care less about appraisal. All that means is it is an evaluation for insurance purposes.”

The BBB of Central Illinois has processed 10 complaints about THR in the last 36 months, its standard reporting period. Of those 10 complaints, two were closed in the last year, according to the agency.

In July and August 2009, the BBB challenged the company’s newspaper advertisements, which BBB said appeared to be an “article of interest and did not indicate that it was an advertisement.” THR modified the ad and the BBB subsequently closed its challenge. Despite the complaints, THR still holds an “A-” rating with the BBB of Central Illinois.

The company also has a history of bounced checks, according to the lawsuit, which states that THR bounced 40 checks in January. The incident was due to a bank problem, Enright told the Mount Vernon (Ill.) Register-News.

The Eastern Arizona Courier in Stafford, Ariz., reported in February 2009 that several THR customers there had checks that “bounced like basketballs.” A THR spokesman told the Courier a large gold refinery’s deposit did not clear in time to cover all of the checks and a small number of checks in the area were then returned due to insufficient funds.

Treasure Hunters Roadshow began Tuesday at the Knicely center and is scheduled to remain open through Saturday.

Cardwell questioned the criteria that the conference center uses in selecting its customers.

“Do they just let anyone come in there?” she asked.

Sue Parrigin, manager of the conference center, said this morning that she was not aware of the pending lawsuit or of any alleged problems with THR.

“No, we do not just let anybody in here,” Parrigin said. “We are a reputable business here in Bowling Green and we have been for a number of years. We are happy to serve this region.”

Parrigin added that several hundred people have visited the THR event so far this week and have left happy.

“We are in the space rental business and we rent space to lots of different organizations that use our space for lots of different things,” Parrigin said.