BBB National Programs National Advertising Division Launches Expedited Fast-Track SWIFT Lane
New York, NY – November 9, 2021 – Mindful of recent Federal Trade Commission (FTC) actions, BBB National Programs today announced a new, streamlined lane of the expedited Fast-Track SWIFT challenge submission process, one designed specifically to address the prominence and sufficiency of disclosures in national advertising.
The National Advertising Division (NAD), which in April 2020 launched Fast-Track SWIFT to meet the compelling need for quick resolution of truth and transparency issues that arise in advertising, today enhanced that process to make the challenge of misleading advertising disclosures more efficient.
This fully online process is intended to streamline and simplify cases to encourage use of Fast-Track SWIFT for influencer marketing, consumer reviews, and dark pattern issues that arise when material information is not disclosed, leading to consumer distrust in advertising. The new lane of Fast-Track SWIFT will use existing procedures but removes the requirement to submit a letter with the challenge (now optional) and reduces the filing fee.
“With the FTC’s recent focus on endorsements and dark patterns, we know that companies are taking a hard look at their own advertising practices,” said Laura Brett, Vice President, National Advertising Division, BBB National Programs. “Companies should use Fast-Track SWIFT, including this new lane on disclosures, to raise the bar across their industry and restore consumer trust in the online marketplace. Consumers should not have to search for information needed to understand an advertisement.”
To learn more about the process and how to file a Fast-Track SWIFT challenge, click here.
The National Advertising Division (NAD), which in April 2020 launched Fast-Track SWIFT to meet the compelling need for quick resolution of truth and transparency issues that arise in advertising, today enhanced that process to make the challenge of misleading advertising disclosures more efficient.
This fully online process is intended to streamline and simplify cases to encourage use of Fast-Track SWIFT for influencer marketing, consumer reviews, and dark pattern issues that arise when material information is not disclosed, leading to consumer distrust in advertising. The new lane of Fast-Track SWIFT will use existing procedures but removes the requirement to submit a letter with the challenge (now optional) and reduces the filing fee.
“With the FTC’s recent focus on endorsements and dark patterns, we know that companies are taking a hard look at their own advertising practices,” said Laura Brett, Vice President, National Advertising Division, BBB National Programs. “Companies should use Fast-Track SWIFT, including this new lane on disclosures, to raise the bar across their industry and restore consumer trust in the online marketplace. Consumers should not have to search for information needed to understand an advertisement.”
To learn more about the process and how to file a Fast-Track SWIFT challenge, click here.