NARB ProgramBackgrounds

National Advertising Review Board

The National Advertising Review Board (NARB) is the appellate body for the U.S. system of advertising industry self-regulation. Five-member NARB panels hear cases appealing an NAD or CARU decision and provide independent industry peer review, ensuring truthfulness and accuracy in national advertising and helping promote voluntary compliance of its decisions—a key pillar of industry self-regulation.

Program Impact

NARB, established in 1971 as a fair and impartial appellate body, reviews appealed NAD or CARU decisions. Nominated by various leading organizations in the advertising industry, NARB members are selected for their stature and experience in their fields. 

 

 

Truth & Transparency

When a competitor’s advertising harms consumer trust or threatens a company’s reputation and market share, the advertising self-regulatory system creates a level-playing field for business and helps ensure consumers receive truthful and accurate advertising.

Compliance

After a decision, NARB or the challenger can check in on whether the advertiser has made appropriate modifications to its advertising and has 10 days to respond. The case is closed if there is a good faith effort to bring their advertising into compliance.

Non-Compliance

In cases of lack of good faith efforts to modify or discontinue advertising as a result of a NARB decision, NARB will refer the case to an appropriate government agency, usually the Federal Trade Commission (FTC).
 

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

Guidelines & Procedures


Any advertiser or challenger has the right to appeal NAD’s decision to NARB. An advertiser has an automatic right of appeal. A challenger must request permission to appeal from the NARB chair and explain why it believes there is a substantial likelihood NARB would come to a different conclusion on a case than NAD. 

 

News & Blog

Press Release

BBB National Programs Announces 98 Distinguished Panel Pool Members for 2024 National Advertising Review Board

McLean, VA – January 9, 2024 – BBB National Programs today announced the 98 panel pool members of the 2024 National Advertising Review Board (NARB), the appellate body for the U.S. advertising industry’s system of self-regulation. 

Read the Press Release
Press Release

BBB National Programs Announces 91 Distinguished Panel Pool Members for 2023 National Advertising Review Board

McLean, VA – January 10, 2023 – BBB National Programs today announced the 91 panel pool members of the 2023 National Advertising Review Board, the appellate body for the U.S. advertising industry’s system of self-regulation, selected for their stature and experience in their fields.

Read the Press Release
Blog

Making Subscriptions Simple: FTC’s Click-to-Cancel Rule is a Win for Consumers

The FTC’s new Click-to-Cancel rule will likely guide businesses on offering subscriptions in ways that foster consumer trust. This rule is not just about canceling subscriptions; it impacts every stage of the subscription relationship between businesses and consumers. Read my top takeaways.
Read more
Blog

What You Missed at NAD 2024: The Global Future of Ad Law

If you missed NAD 2024: Charting the Global Future of Ad Law last month, here is a glimpse of the discussions from the NAD team, leading advertising law lawyers, academics, regulators, and experts from around the world.
Read more

 

 

 

Decisions

Decision

National Advertising Review Board Recommends AT&T Discontinue or Modify Supplemental-Coverage-from-Space Claim

New York, NY – August 8, 2024 – A panel of the National Advertising Review Board (NARB) recommended that AT&T discontinue or modify the claim that Supplemental Coverage from Space (SCS) is currently available to AT&T consumers.

Read the Decision Summary
Decision

National Advertising Review Board Finds Glad ForceFlex MaxStrength Trash Bag “25% More Durable” Claims on Packaging Not Misleading

New York, NY – May 23, 2024 – A panel of the National Advertising Review Board (NARB) determined that The Glad Products Company’s “25% more durable” claim for Glad ForceFlex MaxStrength bags, as it appears on the packaging of 45- 34- and 20-bag sizes, is not misleading.

Read the Decision Summary
Decision

In National Advertising Division Challenge, Drip Hydration Voluntarily Discontinues Claims for its Ketamine IV Therapy

New York, NY – November 22, 2024 – Following a challenge brought by the National Advertising Division as part of its routine monitoring program, Drip Hydration voluntarily discontinued advertising claims for its Drip Hydration Ketamine IV Therapy.

Read the Decision Summary
Decision

NAD Finds Patented and Safety Claims for POOPH’s Pet Odor & Stain Eliminator Supported; Recommends Other Claims Be Modified or Discontinued

New York, NY – November 21, 2024 – The National Advertising Division determined that Ikigai supported patented and safety claims for their POOPH Pet Odor & Stain Eliminator, but recommended that other claims, including claims that POOPH eliminates odors and strains, be discontinued.

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. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to press@bbbnp.org

 

 

 

Frequently Asked Questions

 

 

 

 

Contact Us