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For the last 50 years in the advertising industry, companies have held each other to a higher standard. In response to the pressures and criticisms of consumerism that had mounted during the previous decade, in 1971 the advertising industry established the National Advertising Division (NAD) and National Advertising Review Board (NARB), the U.S. mechanism of independent self-regulation that has stood the test of time and technological innovation.
Revised Guidelines for Responsible Advertising to Children
The revised CARU Advertising Guidelines go into effect on January 1, 2022. At that time, CARU will begin actively investigating cases of non-compliance.
Latest Announcements
Children’s Advertising Review Unit Issues Revised Guidelines for Responsible Advertising to Children, Effective January 1, 2022
McLean, VA – July 29, 2021 – BBB National Programs’ Children’s Advertising Review Unit (CARU) today announced the issuance of the revised CARU Advertising Guidelines, widely recognized industry standards to assure that advertising directed to children is not deceptive, unfair, or inappropriate for its intended...
BBB National Programs Agrees with Rudd Center Study Recommendation to Increase Restaurant Participation in Children’s Food and Beverage Advertising Initiative
McLean, VA, June 23, 2021 – Maureen Enright, Vice President, Children's Food and Beverage Advertising Initiative, BBB National Programs today issued the following statement: BBB National Programs agrees with the Rudd Center’s recommendation that more restaurant companies should join...
U.S.-Based BBB National Programs Announced as Winner for “Best Sectoral Initiative” by International Council of Advertising Self-Regulation
On 15 June 2021, the International Council for Advertising Self-Regulation (ICAS) announced the winners of its second edition of the ICAS Global Awards. The objective of the ICAS Awards is to reward initiatives that contribute to responsible marketing practices and a more effective and impactful...
BBB National Programs’ Statement on Today’s European Commission Adoption of Standard Contractual Clauses for Cross-Border Data Transfer
McLean, VA, June 4, 2021 – Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs today issued the following statement:
Latest Decisions
National Advertising Division Finds Claim that Almased Diet and Weight Loss Program is “So Safe that Even People with Diabetes Can Use It” Supported
New York, NY – September 16, 2021 – The National Advertising Division (NAD) of BBB National Programs determined that Almased USA, Inc.’s claim that its Almased Diet/Weight Loss Program is “. . . so safe that even people with diabetes can use it” was supported.
National Advertising Division Finds SlimFast “Energy For Hours” Claim Supported; Advertiser Appeals Recommendation to Discontinue “Clinically Proven” Claims
New York, NY – September 15, 2021 – The National Advertising Division (NAD) of BBB National Programs determined that KSF Acquisition Corp. (SlimFast) provided a reasonable basis for its “energy for hours” claim for its SlimFast Food Products & Weight Loss Plans. However, NAD...
Direct Selling Self-Regulatory Council Recommends SwissJust Discontinue Certain Health-Related Product Performance and Earnings Claims
McLean, VA – September 15, 2021 – The Direct Selling Self-Regulatory Council (DSSRC) recommended that certain product performance and earnings claims made by SwissJust USA, a direct selling company that markets and distributes natural products for emotional, physical, and dermo-cosmetic well-being, and...
National Advertising Division Refers Advertising Claims for Gravity Defyer Shoes to Federal Trade Commission for Possible Enforcement Action
New York, NY – September 14, 2021 – The National Advertising Division (NAD) of BBB National Programs is disappointed that Gravity Defyer Medical Technology Corporation declined to participate in the industry self-regulation process. As a result of the advertiser’s failure to participate, NAD has...
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