Advertising Initiatives

Promoting truthful, transparent, responsible advertising through self-regulation, monitoring, and enforcement

 

Businesses that advertise and market their products and services need to commit to truthful and responsible advertising, allowing consumers to make informed choices and companies to build and nurture valuable consumer relationships.

 

To learn more about our work—and to join in the effort—please check out the programs, initiatives, and resources below. 

 

 

 

 

 

 

Advertising Guidance

 

Since the creation of the National Advertising Division (NAD) in 1971, the advertising industry has supported high standards for truth and transparency through a comprehensive system of independent industry self-regulation programs.

 

Those programs enforce high standards of truth and accuracy in national advertising and ensure that advertising to children is not misleading or inappropriate. Beyond formal guidance, each of our case decisions contain real-world guidance on important advertising issues that attorneys can leverage for their clients and marketing professionals can follow to avoid advertising substantiation problems. Access summaries of all decisions in our Case Decision Summary library. Subscribe to the Online Archive for the full text of all decisions.

 

As the advertising landscape continues to evolve, we adapt our programs to the challenges posed by new products, new industries, and new advertising technology.

 

 

Truth in Advertising 101

 

Our educational resource library of tips, videos, and guidance shares advertising law basics, including defining common terms like ‘puffery,’ and how to draw the line between truthful and misleading advertising.

 

 


 

Endorsements & Testimonials

What is the proper way to use endorsements and testimonials in advertising, while staying truthful and out of the crosshairs of NAD and the FTC?

 

 


 
Puffery

Why don’t exaggerated or boasting claims made in advertising, known as puffery, require a reasonable basis of evidence?

 

 


 

Express and Implied Claims

What is the difference between an express or implied claim and does an advertiser need to have evidence to support both?

 

 

 

 

 

 

 

 

 

 

Process

 

Our advertising programs uphold standards for truthful and responsible advertising and responsible targeted advertising data collection practices through:

 

  • independent monitoring;

 

  • competitor challenges; and

 

  • corporate commitments to voluntary standards.

 

 

Though competitor advertising challenges, business can play a significant role in building trust with consumers and supporting fair competition in the marketplace.

 

 

 

 

 

Reports

The expansion of industry self-regulation programs across industries, most recently with the direct selling and dietary supplement industries, demonstrates how this voluntary system can be a proactive solution to emerging industry challenges. 

 

 

 

 

 

Recent Case Decisions

Decision

National Advertising Review Board Recommends Merck Animal Health Discontinue “Best in Show” Commercial for Bravecto Flea and Tick Preventative for Dogs

New York, NY – May 05, 2022 – A panel of the National Advertising Review Board (NARB) has recommended that Merck Animal Health discontinue its “Best in Show” commercial for Bravecto brand flea and tick preventative based on the NARB panel’s finding that the 30-second commercial...

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Decision

National Advertising Division Finds Certain Apartments.com Website Claims Supported; Advertiser CoStar Group Appeals Other Findings

New York, NY – May 4, 2022 – The National Advertising Division (NAD) determined that CoStar Group, Inc. has a reasonable basis for certain Apartments.com claims, however, NAD recommended that CoStar modify or discontinue certain popularity claims, discontinue several of the challenged conversion and web...

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Decision

Brilliant Earth Voluntarily Discontinues “Free Diamond Earrings” and “One Day Only!” Claims Following National Advertising Division Challenge

New York, NY – April 27, 2022 – In a BBB National Programs National Advertising Division (NAD) challenge, Brilliant Earth Group, Inc. voluntarily discontinued claims made in connection with the sale of its diamonds and jewelry. These claims were challenged by competitor Blue Nile.

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Decision

National Advertising Review Board Finds Goli Nutrition’s “Apple Cider Vinegar” Gummies Product Name Supported and Not Misleading

New York, NY – April 27, 2022 – A panel of the National Advertising Review Board (NARB), the appellate advertising law body of BBB National Programs, has determined that Goli Nutrition, Inc. supported its express use of the term “Apple Cider Vinegar” in the product name of its Apple Cider Vinegar (ACV)...

Read the Decision Summary

 

BBB National Programs provides summaries of all case decisions in the Case Decision Summary library. For the full text of National Advertising Division, National Advertising Review Board, and Children’s Advertising Review Unit decisions, subscribe to the Online Archive. Other case decisions are available publicly: Direct Selling Self-Regulatory Council and Digital Advertising Accountability Program. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to press@bbbnp.org

 

 

Filtered Case Feeds

 

 

 

Online Archive

 

Gain access to all BBB National Programs full legal decisions in the Online Archive, a unique and valuable resource that provides years of insightful guidance and in-depth knowledge on important advertising issues. Learn more about the Online Archive.

 

The full text of some case decisions are available publicly: Direct Selling Self-Regulatory Council and Digital Advertising Accountability Program. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to press@bbbnp.org.

 

 

 

Latest Announcements

Press Release

Media Advisory: Sesame Workshop’s Michael Preston and U.S. Representative Kathy Castor to Keynote CARU 2022 Annual Conference

McLean, VA – April 26, 2022 – The Children’s Advertising Review Unit of BBB National Programs will host the virtual CARU 2022 Annual Conference May 10-11, 2022, featuring keynote speakers who will address how to create a better digital world for children and what the U.S. policy landscape looks like for the year...

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Press Release

BBB National Programs Announces 85 Distinguished Panel Pool Members for National Advertising Review Board and New Vice Chair

McLean, VA – January 11, 2022 – BBB National Programs today announced the 85 panel pool members of the 2022 National Advertising Review Board, as well as its 2022 vice chair, Heather Hippsley, who retired in 2020 as Deputy General Counsel of the Federal Trade Commission (FTC) where, among many senior roles over...

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Press Release

BBB National Programs Children’s Advertising Review Unit Begins Monitoring Child-Directed Content for Compliance with Revised Advertising Guidelines

McLean, VA – January 4, 2022 – BBB National Programs’ Children’s Advertising Review Unit (CARU) begins monitoring child-directed advertising under the revised CARU Advertising Guidelines, widely recognized industry standards to assure that advertising directed to children is not deceptive,...

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Press Release

BBB National Programs Board of Directors Welcomes IAB CEO David Cohen and Re-Elects Three Members, Including P&G’s Ken Patel as Chair

McLean, VA – December 20, 2021 – The Board of Directors of BBB National Programs, an independent non-profit organization that operates more than a dozen independent industry self-regulation, accountability, and dispute resolution programs, today announced that it has welcomed a new member and re-elected...

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Resources

Breaking Down Greenwashing in Advertising

 

The 4A’s resource, Greenwashing and Advertising: What Your Agency Needs to Know When Making Environmental Claims provides an outline of the rules around making environmental advertising claims and how the National Advertising Division (NAD) and others are helping to regulate them. In the past decade, NAD cases involving environmental claims in advertising have been on the rise. NAD vice president Laura Brett said “Once you see something become a priority for consumers, the response of course is for the industry to offer products that meet that demand, and I think that is why we have seen an increase in challenges to environmental claims, a high-profile issue that a lot of consumers are concerned about.”

 

 

 

Events

Council for Responsible Nutrition's ABCs of Children’s Supplements

Maureen Enright, Vice President, CFBAI, Debra Policarpo, Senior Attorney, CARU, and Annie M. Ugurlayan, Assistant Director, NAD discuss Playing Smart with Advertising, Scientific Substantiation, and M ...
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Jun 01, 2022 Virtual

Annual Attorney General Alliance Meeting

Peter Marinello, Vice President, Direct Selling Self-Regulatory Council joins the Direct Selling Industry: Oversight & Self-Regulation panel
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Jun 16, 2022 Sun Valley, ID

WireWheel SPOKES Privacy Technology Conference Summer 2022

Dona Fraser, Senior Vice President, Privacy Initiatives, BBB National Programs
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Jun 22, 2022 Virtual

ACI’s Legal, Regulatory & Compliance Forum on Dietary Supplements

Jennifer Santos, Attorney, National Advertising Division (NAD), BBB National Programs joins the Developing a Playbook for Compliant and Effective Social Media Usage working group panel
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Jun 28, 2022 Virtual