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RILA Retail Law Conference

10.10.25
St. Pete FL
Phyllis Marcus, Vice President, National Advertising Division, BBB National Programs will discuss The Most Pressing Advertising Issues Facing Retail In-House Counsel Today

ANA Masters of Marketing Law

11.03.25
Chicago IL
Rukiya Bonner, Director, Children's Advertising Review Unit, BBB National Programs joins the breakout discussion on Tiny Targets, Big Risks: Navigating the Evolving Children's Advertising and Privacy Landscape

Centre for Information Policy Leadership's Have Data, Will Travel: A Multilateral Approach to Cross-Bo

9.26.25
Virtual
Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs will participate in this virtual event

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California Lemon Law Civil Action Arbitration

California Lemon Law Civil Action Mediation

Center for Industry Self-Regulation

Children’s Confection Advertising Initiative

Children's Advertising Review Unit (CARU)

Children's Food & Beverage Advertising Initiative (CFBAI)

Data Privacy Framework (DPF) Services

Digital Advertising Accountability Program (DAAP)

Digital Health Privacy Program (DHPP)

Direct Selling Self-Regulatory Council (DSSRC)

Ford Extended Service Arbitration

Global Cross-Border Privacy Rules (CBPR)

National Advertising Division (NAD)

National Advertising Review Board (NARB)

Privacy Recognition for Processors (PRP) Certification

Vendor Privacy Program Certification

Volkswagen Car-Net & Audi Connect

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Briefings
1 Round
1 Round
2 Rounds
2 Rounds +
Challenge Letter
≤ 5 pages
Optional
≤ 20 pages
≤ 30 pages
Eligibility
Single, well-defined issue
Sufficiency of disclosures
Multiple issues: single product/line
Multiple issues; complex substantiation
Evidence
≤ 5 exhibits
Optional
Unlimited
Unlimited
Filing Fees
National Partners: $12,000-$42,400 | Non-National Partners: $15,000-$53,000
$11,200 - $14,000
National Partners: $8,000-$38,400 | Non-National Partners: $10,000-$48,000
National Partners: $24,000-$63,200 | Non-National Partners: $30,000-$79,000
Party Meetings
1 Round
1 Round
1 Round
2 Rounds
Time to Decision (Business Days)
20
20
Final Meeting + 20
Final Meeting + 30

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Partners Carousel

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  • Pokémon Company International
  • The Kraft Heinz Company
  • The Walt Disney Company
  • Paramount
  • Microsoft Corporation
  • Ferrero USA, Inc.
  • The Coca-Cola Company
  • National Basketball Association (NBA)
  • General Mills, Inc.
  • Spin Master, Ltd.
  • McDonald's USA
  • Creative Consumer Concepts (C3)
  • Google, Inc.
  • Danone North America, PBC
  • Nickelodeon
  • Post Consumer Brands, LLC
  • Unilever United States, Inc.
  • Hasbro, Inc.
  • The Bazooka Companies, Inc.
  • MATTEL, Inc.
  • SuperAwesome, Inc.
  • GameFam
  • Nestlé USA, Inc.
  • Burger King Corporation
  • The Hershey Company
  • Mondelēz International, LLC
  • PepsiCo, Inc.
  • Warner Bros. Discovery Inc.
  • LEGO Systems, Inc.

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What happens after a challenge is filed?

Within two business days from the date of online filing, after the filing fee has been processed, NAD will determine whether the challenge is appropriate for the SWIFT process. If NAD accepts the SWIFT challenge, NAD will forward it to the advertiser. See Section 6.1(A) of the Procedures.

What happens if NAD determines that the challenge is not appropriate for the NAD Fast-Track SWIFT process?

When NAD determines a case is not appropriate for Fast-Track SWIFT, NAD will notify the challenger who has the option to refile the challenge in the standard track. If the challenger chooses to withdraw the case, NAD will close the Fast-Track SWIFT challenge and refund a portion of the filing fee. See "Appropriateness for SWIFT," Section 6.1(C) of the Procedures.

Where will the advertiser send its submission(s)?

An advertiser submits all responses via NAD’s online portal. If filed after 4:00 PM ET, the response is considered received the next business day.

May the advertiser object to the challenge being resolved in the NAD Fast-Track SWIFT process?

Yes. An advertiser has an opportunity to object that a case is not appropriate for review in the NAD Fast-Track SWIFT process because it believes that the evidence required to substantiate a claim is too complicated to be evaluated in SWIFT, or because of jurisdiction.

If an advertiser objects to the issue being resolved as an NAD Fast-Track SWIFT case, it should, within four business days after NAD transmitted the challenge to the advertiser, send its objection in writing via the online portal to NAD and the challenger. If an advertiser chooses to file evidence in support of its objection, it may submit any evidence in support of its objection to the NAD Fast-Track SWIFT process confidentially to NAD without providing a copy to the challenger.

If NAD agrees with the advertiser, NAD will notify parties and the challenger will have the option to refile the challenge in the Standard or Complex track or close the challenge. If the challenger chooses to withdraw the case, NAD will close the Fast-Track SWIFT challenge and refund a portion of the filing fee. See "The Advertiser's Objection and Substantive Written Response," Section 6.2 of the Procedures.

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Advertising

Children's

Privacy

Dispute Resolution

Emerging

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NAD 2025

9.15.25
Washington DC
The National Advertising Division (NAD) annual conference, NAD 2025 will convene advertising and legal professionals, academic and industry experts, government officials, and businesses of all sizes to examine and navigate the dynamic advertising landscape, best practices and trends, and perspectives on what’s coming next.

Thank you for choosing to apply for BBB National Programs’ Cross-Border Privacy Rules (CBPR) certification.


To begin the application process, please submit the form below. After receiving your completed form, a member of BBB National Programs' Global Privacy Division will be in touch to complete the intake process. If you have any questions, contact us.


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Who Makes the Rules

The Reasonable Basis Standard

Clear & Conspicuous Disclosures

Express & Implied Claims

Puffery

Endorsements & Testimonials

Health Claims in Advertising

Food & Beverage Advertising to Kids

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1970

In the 1970s there was a credible threat to, if not an outright ban on, advertising to children. In response, the advertising industry came together to find a solution.

1974

The result was the Children’s Advertising Review Unit (CARU), established in May 1974, recognized by the FTC as the U.S. mechanism of independent self-regulation for children’s advertising, a system that has stood the test of time and technological innovation.

1996

CARU’s Online Privacy Guidelines on protecting children’s data privacy online helped build the foundation of the Children’s Online Privacy Protection Act (COPPA), enacted in 1998.

2001

In 2001, CARU became the first FTC-approved COPPA Safe Harbor Program, helping companies achieve their business goals while ensuring compliance with COPPA requirements.

2010s

Between 2012-2014, CARU revised its guidelines to include provisions on online advertising, social media, mobile applications, in-game advertising, and other interactive features targeted at children. In 2018, CARU referred Musical.ly, today known as TikTok, to the FTC, which led to the landmark FTC case that resulted in the then-largest monetary settlement in a COPPA case.

“ With guidance and mentoring offered by BBB National Programs, I have been able to take my career to the next level. The management team is invested in their employees' advancement and has helped me to progress in my career. ”

Christina Sakhleh | Dispute Resolution Specialist II

“ Inclusion is one of the best things about working for BBB National Programs. I appreciate the ongoing efforts of leadership to create opportunities to be heard, feel valued, and to be your best self! ”

Nichelle Jackson | Director, Development

“ During my time at BBB National Programs, my career has advanced through valuable experiences, new skills gained, and meaningful contributions made to our mission. ”

Peter C. Marinello | Vice President, Direct Selling Self-Regulatory Council

“ I love working with a diverse group of individuals who have a wealth of expertise in their fields. Being in MarCom I've had the unique opportunity to broaden my knowledge. ”

Stephanie Taylor | Director, Creative Services

“ I'm surrounded by leading experts in privacy and are at the center of creating solutions for some of the most pressing issues that consumers know they can trust. Great work backed by a trusted name creates an atmosphere where meaningful work can get done. ”

Victoria Akosile | Deputy Director, Privacy Operations

Children’s Advertising Review Unit Turns 50

Celebrating 50 years of advancing responsible child-directed marketing & privacy.

TeenAge Privacy Roadmap

The Center for Industry Self-Regulation convened a diverse set of industry stakeholders to create a template for protecting teen safety and privacy online that can serve as a global model.

Metaverse Guardrails

These Guardrails for child-directed advertising and privacy in the metaverse provide realistic, actionable recommendations and best practices for companies creating metaverse experiences for children.

AI Compliance Warning

CARU warns companies using AI in child-directed advertising and data collection about compliance with applicable laws and guidelines

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Eric D. Reicin

President & Chief Executive Officer

View Full Bio
Eric D. Reicin
Eric D. Reicin joined BBB National Programs as President and Chief Executive Officer in 2019 and serves as a member of the organization’s Board of Directors. 
 
The home of independent industry self-regulation in the United States, nonprofit BBB National Programs oversees more than twenty national industry self-regulation programs that have been helping enhance consumer trust in business for more than 50 years. 

Vickie McCormick

Chief Financial Officer & Chief Operating Officer

View Full Bio
Vickie McCormick
Vickie is Chief Financial Officer and Chief Operating Officer of BBB National Programs. In these roles, she serves as a member of the BBB National Programs executive leadership team and is responsible for all of BBB National Programs’ financial activity, as well as the successful execution of organizational operations.  

Mary K. Engle

Executive Vice President, Policy

View Full Bio
Mary K. Engle
Mary joined BBB National Programs in February 2020 as the Executive Vice President, Policy. Before joining BBB National Programs, Mary directed the Federal Trade Commission’s (FTC) Division of Advertising Practices, enforcing truth-in-advertising principles for national advertising matters. She also examined social media and digital technology marketing practices.  

Amy Steacy

General Counsel

View Full Bio
Amy Steacy
Amy joined BBB National Programs in June 2024 as General Counsel. In this role, Amy is a member of the organization’s Executive Leadership team and responsible for providing strategic legal advice to the organization. Amy is a results-driven legal advisor and thought partner with approximately 20 years of broad-based experience. 

Harley Bledsoe

Chief Information Officer

View Full Bio
Harley Bledsoe
Harley is Chief Information Officer of BBB National Programs and is responsible for all BBB National Programs information technology (IT) operations. Mr. Bledsoe has over 30 years of experience in IT leadership, and specializes in team development, contract negotiations, engineering, telephony, security, and service management delivery. 

Jim Boyle

Chief Marketing & Communications Officer

View Full Bio
Jim Boyle
Jim joined BBB National Programs in March 2020 as Chief Marketing and Communications Officer. Jim has a long track record of success in political and corporate messaging; trade association positioning; media, investor and government relations; and integrated marketing communications.

Amy J. Clark

Chief Human Resources Officer

View Full Bio
Amy J. Clark
Amy joined BBB National Programs in November 2020 as Chief Human Resources Officer.  Ms. Clark is a seasoned strategic Human Resources leader with over 20 years’ experience creating people solutions that drive business outcomes.

Eric D. Reicin

President & Chief Executive Officer

View Full Bio
Eric D. Reicin
Eric D. Reicin joined BBB National Programs as President and Chief Executive Officer in 2019 and serves as a member of the organization’s Board of Directors. 
 
The home of independent industry self-regulation in the United States, nonprofit BBB National Programs oversees more than twenty national industry self-regulation programs that have been helping enhance consumer trust in business for more than 50 years. 

Vickie McCormick

Chief Financial Officer & Chief Operating Officer

View Full Bio
Vickie McCormick
Vickie is Chief Financial Officer and Chief Operating Officer of BBB National Programs. In these roles, she serves as a member of the BBB National Programs executive leadership team and is responsible for all of BBB National Programs’ financial activity, as well as the successful execution of organizational operations.  

Mary K. Engle

Executive Vice President, Policy

View Full Bio
Mary K. Engle
Mary joined BBB National Programs in February 2020 as the Executive Vice President, Policy. Before joining BBB National Programs, Mary directed the Federal Trade Commission’s (FTC) Division of Advertising Practices, enforcing truth-in-advertising principles for national advertising matters. She also examined social media and digital technology marketing practices.  

Amy Steacy

General Counsel

View Full Bio
Amy Steacy
Amy joined BBB National Programs in June 2024 as General Counsel. In this role, Amy is a member of the organization’s Executive Leadership team and responsible for providing strategic legal advice to the organization. Amy is a results-driven legal advisor and thought partner with approximately 20 years of broad-based experience. 

Harley Bledsoe

Chief Information Officer

View Full Bio
Harley Bledsoe
Harley is Chief Information Officer of BBB National Programs and is responsible for all BBB National Programs information technology (IT) operations. Mr. Bledsoe has over 30 years of experience in IT leadership, and specializes in team development, contract negotiations, engineering, telephony, security, and service management delivery. 

Jim Boyle

Chief Marketing & Communications Officer

View Full Bio
Jim Boyle
Jim joined BBB National Programs in March 2020 as Chief Marketing and Communications Officer. Jim has a long track record of success in political and corporate messaging; trade association positioning; media, investor and government relations; and integrated marketing communications.

Amy J. Clark

Chief Human Resources Officer

View Full Bio
Amy J. Clark
Amy joined BBB National Programs in November 2020 as Chief Human Resources Officer.  Ms. Clark is a seasoned strategic Human Resources leader with over 20 years’ experience creating people solutions that drive business outcomes.

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COPPA Safe Harbor Program

No matter the size of your business, making data privacy a priority is a key component of maintaining the trust of your customers. And when customers are faced with the question of who to trust in a dynamic child-directed marketplace, only a COPPA Safe Harbor seal can ensure that your products comply with the stringent requirements of the COPPA Rule.

Pre-Screening Services

From concept to final cut, CARU offers pre-screening services to help businesses and agencies spot and correct advertising and privacy issues before ads, contests, and promotional websites go live.