Better Business Bureau (BBB)

Since 1912, the Better Business Bureau has been on the forefront of positive marketplace change by partnering with leading companies committed to the best practices of business ethics, marketplace excellence, and effective industry self-regulation. As a mission-driven nonprofit organization, the over 100 BBBs across the U.S., Canada and Mexico work with consumers, businesses, and the government to advance marketplace trust.

Advertising Self-Regulation Council (ASRC)

The Advertising Self-Regulatory Council (ASRC) establishes the policies and procedures for advertising industry self-regulation, including the National Advertising Division (NAD), Children’s Advertising Review Unit (CARU), National Advertising Review Board (NARB), Electronic Retailing Self-Regulation Program (ERSP) and Online Interest-Based Advertising Accountability Program (Accountability Program.) The self-regulatory system is administered by the Council of Better Business Bureaus.

The self-regulatory system monitors the marketplace, holds advertisers responsible for their claims and practices and tracks emerging issues and trends. Rigorous review serves to encourage consumer trust; the self-regulatory system offers an expert, cost-efficient, meaningful alternative to litigation and provides a framework for the development of a self-regulatory solution to emerging issues.

The ASRC Board of Directors includes top leadership from advertising trade organizations and the CBBB. 

Wise Giving Alliance (WGA)

The BBB Wise Giving Alliance helps donors make informed giving decisions and promotes high standards of conduct among organizations that solicit contributions from the public. It produces reports about national charities, evaluating them against comprehensive Standards for Charity Accountability, and publishes a magazine, the Wise Giving Guide, three times a year. BBB WGA does not rank charities but rather seeks to assist donors in making informed judgments about those that solicit their support. Evaluations are done without charge to the charity and are posted for free public access on give.org.

BBB Institute for Marketplace Trust (BBBI)

BBB Institute for Marketplace Trust is the educational foundation of the Council of Better Business Bureaus and a nonprofit 501(c)(3) organization. Its goal is to advance trust in the marketplace through programs that promote best practices and business ethics, raise consumer awareness and training about scams, fraud, and deceptive advertising, and build financial and digital literacy. The Institute offers in-person and online training, print and digital educational resources, scholarships and programs, working with BBB offices in all 50 states, Canada and Mexico.