Where businesses turn to enhance consumer trust and consumers are heard.

BBB National Programs is where companies, industry experts, and trade associations work together within a self-regulatory environment to address issues of national and global importance, and to foster industry best practices in truth-in-advertising, child-directed marketing, data privacy, and dispute resolution.

In light of the (COVID-19) pandemic, BBB National Programs has moved to hybrid work and remains operational. For more information, see our Coronavirus Updates & Resources webpage.

ACC Docket, the in-house publication for the Association of Corporate Counsel, just ran this article on industry self-regulation by Eric D. Reicin, President and CEO; and Abby Adams, Senior Counsel, Dispute Resolution Programs

Advertising

Promoting responsible advertising through self-regulation, monitoring, and dispute resolution. Explore programs

Privacy

Helping businesses navigate privacy issues through self-regulation, monitoring, and safe harbors. Explore programs

Dispute Resolution

Providing solutions and support for dispute resolution programs and compliance needs. Explore programs

Emerging

Developing innovative programs to address business needs in an evolving marketplace. Explore programs

Home to leading independent programs.

We offer a variety of independent, third-party programs to guide, aid, and address issues of business ethics, advertising, data privacy, and dispute resolution.
BBB National Programs
 

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.

 

Visit NAD50th.org
 

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.

 

See the Guidelines

Latest Announcements

Media Advisory: FTC Commissioner Rebecca Slaughter to Keynote National Advertising Division “Future of Ad Law” 2021 Annual Conference

New York, NY – September 21, 2021 – In its 50th anniversary year, the National Advertising Division (NAD) of BBB National Programs will host the NAD 2021 Annual Conference virtually next week, running Wednesday, September 29 through Friday, October 1. Members of the media are invited to cover NAD 2021 with...

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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...

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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...

Read the Statement

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...

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Latest Decisions

National Advertising Division Finds Certain Verizon 5G Claims Supported; Recommends Modification or Discontinuation of Others

New York, NY – October 19, 2021 – In the first National Advertising Division (NAD) Complex Track case, NAD determined that certain comparative performance claims for Verizon Wireless, Inc.’s 5G wireless service are supported or are non-actionable puffery. 
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National Advertising Review Board Finds Certain AT&T Comparative Advertising Claims Supported; Recommends Discontinuation or Modification of Others

New York, NY – October 14, 2021 – The National Advertising Review Board (NARB) has determined that AT&T Services, Inc. properly supported certain comparative advertising claims for its fiber-optic internet service in one commercial and one internet video advertisement. However, it...

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ChromaDex, Inc. Discontinues Advertising Claims for Tru Niagen Dietary Supplement Following National Advertising Division Challenge

New York, NY – October 5, 2021 – Following a National Advertising Division (NAD) challenge, brought as part of NAD’s routine monitoring of national advertising for truth and transparency, the advertiser ChromaDex, Inc. permanently discontinued advertising claims regarding the performance benefits of its...

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DSSRC Refers Earnings and Health-Related Product Performance Claims for Q Sciences to FTC and Utah Attorney General

McLean, VA – September 28, 2021 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs referred certain earnings and representative product performance claims to the Federal Trade Commission (FTC) and Utah Attorney General’s Office for possible enforcement action after Q Sciences, a direct selling...

Read the Decision

Upcoming Events

National Partner Consumer Sales Committee Meeting

Participate with other National Partners to provide feedback and guidance to BBB National Programs’ direct-selling programs, recommend improvements, and act as program ambassadors. Please note, the ...
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Nov 16, 2021 Virtual

PrivacyCollective 2021

Register now for this year’s PrivacyCollective, where attendees will discuss whether AI can build consumer trust, ethical design and human-first privacy, and explore today's pressing privacy challenge ...
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Dec 01, 2021 Hybrid

National Partner Outside Counsel Committee Meeting

Join legal experts from other elite law firms to shape processes and guidelines for self-regulatory and dispute resolution programs including the National Advertising Division (NAD), the Children’s Ad ...
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Dec 07, 2021 Virtual

National Partner Membership Committee Meeting

Participate with other National Partners and provide feedback on the member experience, guidance for the annual membership conference, and explore additional opportunities to recruit, retain, and enga ...
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Dec 09, 2021 Virtual

 

 

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