BBB National Programs Joins the Google Priority Flagger Program

New York, NY – February 25, 2025 – Underscoring the effectiveness of its quick and efficient self-regulation of claims made in national advertising, nonprofit BBB National Programs today announced a collaboration between its National Advertising Division and Google for direct reporting of potential Google Ads policy violations.

Effective immediately, this collaboration enables BBB National Programs’ National Advertising Division to share case outcomes involving advertising on Google directly via the Google Priority Flagger Program, which provides a dedicated intake channel for BBB National Programs to inform Google of potential Ads policy violations.

In announcing the collaboration, Eric D. Reicin, President and CEO, BBB National Programs, said, "This is an exciting step forward in our mission. Working with Google enhances the BBB National Programs National Advertising Division's commitment to industry self-regulation, benefiting both consumers and businesses."

The National Advertising Division has been monitoring and reviewing national advertising for truthfulness and accuracy since 1971, enforcing high standards and efficiently resolving disputes to build consumer trust and support fair competition. With multiple case choice options, the National Advertising Division can get a single-issue case from receipt to resolution in less than 20 business days through its expedited Fast-Track SWIFT process. For cases that require complex substantiation, the National Advertising Division’s Complex Track process caters to the need for predictable scheduling and enhanced insights. 

Through this collaboration, Google supports the advertising industry’s system of self-regulation, where companies take meaningful steps from words to action. 

Learn more about the National Advertising Division here