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National Advertising Division

The U.S. advertising industry founded the National Advertising Division (NAD) and the National Advertising Review Board in 1971 as a system of independent industry self-regulation to build consumer trust in advertising and support fair competition in the marketplace. NAD holds national advertising across all media types to high standards of truth and accuracy by reviewing truth-in-advertising challenges from businesses, trade associations, consumers, or on its own initiative. NAD’s case decisions represent the single largest body of advertising law in the country.

Program Impact

Over its 50-year history, NAD has published thousands of decisions and has become the leading voice in providing guidance for truthful and transparent advertising. NAD reviews advertising in any industry and advertising format and often addresses cutting-edge advertising issues before regulatory guidance is available. Advertising claims can be challenged in one of three tracks: Fast-Track SWIFT, Standard Track, and Complex Track.  

 

 

File a Challenge

Advertising disputes resolved more efficiently than litigation. Select a Track

Ad Law 101

Access the tools you need to learn truth-in-advertising basics. Learn the Basics

Recent Decisions

Summaries of case decisions are publicly published, including appeals. Case Summaries

Resource Library

From annual reports to infographics to ad law 101, education is key. Access Resources

NAD Challenges

 

NAD offers three options for submitting challenges for review: Standard Track, Complex Track, and Fast-Track SWIFT. Click on the options below for more information on each track's process, challenge eligibility requirements, timeline, and fees to determine which track is best suited to handle your needs. BBB National Programs National Partners receive a discount on filing fees. 

 

 

 

Fast-Track SWIFT

Single-issue digital advertising cases with decisions in 20 business days. Learn More

Standard Track

Open to a variety of case types with decisions in four to six months. Learn More

Complex Track

Cases requiring complex substantiation. Time to decision is determined by the parties. Learn More

 

 

 

Why Use NAD for Advertising Challenges

The National Advertising Division (NAD) brings value to business by leveling the playing field and enhancing consumer trust in the marketplace.

 

 

 

 

 

 

 

 

NAD’s Monitoring Program

As part of its public interest mission to ensure consumers receive truthful and accurate advertising messages, NAD initiates approximately 20-25% of its cases each year based on its own monitoring of advertising in a wide variety of product categories. The goal of NAD’s monitoring cases is to expand the universe of advertising claims that are reviewed for truth and transparency and provide guidance for future advertising. In determining whether to open a monitoring case, NAD considers whether the advertising meets one or more of the following criteria:

 

  • Targets a vulnerable population (elderly, children, special needs, etc.);
  • Capitalizes on consumer fears or misunderstanding;
  • Fills a gap in regulatory efforts of the FTC and state AGs;
  • Addresses novel or emerging issue of interest for the advertising industry;
  • Concerns claims that consumers cannot evaluate for themselves;
  • Achieves diversity among industries that historically participate in self-regulation.

 

 

 

 

Policies & Procedures


Any company, consumer, or non-governmental organization can file a challenge with NAD. We handle about 150 cases each year and our decisions represent the single largest body of advertising decisions in the United States. The NAD | NARB Policies and Procedures describe the details and parameters of NAD's challenge review process.

 

Upcoming Events

NAD 2022 Annual Conference

Register today for the National Advertising Division (NAD) annual conference, NAD 2022, which will focus on the evolving nature of the intangible contract that exists between brands and consumers. The ...
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Sep 19, 2022 Washington, DC

Personal Care Products Council Science Symposium 2022

Annie M. Ugurlayan, Assistant Director, National Advertising Division will speak on a panel regarding advertising self-regulation in the U.S. and cosmetics cases
Learn more
Oct 26, 2022 Arlington, VA

Veeva Industries – Virtual Summit – Consumer Products & Chemicals

Eric Unis, Senior Attorney, National Advertising Division joins a panel on sustainability
Learn more
Oct 27, 2022 Virtual

10th Microbiome & Probiotics R&D & Business Collaboration Forum

Laura Brett, Vice President, National Advertising Division will speak on Advertising Microbiome and Probiotics: Legal Standards and Guidance
Learn more
Oct 28, 2022 Miami, FL
 

 

 

News & Blog

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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Press Release

BBB National Programs National Advertising Division Launches Expedited Fast-Track SWIFT Lane Designed to Address Misleading Advertising Disclosures

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...

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Blog

Defining The 'S' In ESG And Navigating Disclosures

For businesses interested in making robust ESG disclosures, not only can the sheer number of frameworks and standards make ESG performance reporting seem overwhelming, the frameworks themselves can be a bit fuzzy on how they define and measure the "S" of ESG.
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Blog

Avoiding False Advertising When Making Health-Related Claims

NAD cases provide critical insight to advertisers. Understanding what went wrong with the advertising that NAD reviews and evaluates can help prevent future mistakes. Follow these tips to prevent misleading advertising that could interfere with the successful launch of a new health or wellness product.
Read more
 

 

 

Decisions

Decision

National Advertising Division Recommends T-Mobile Discontinue Claims that Consumers Can “Save Up to 50%” with T-Mobile Home Internet

New York, NY – August 18, 2022 – The National Advertising Division (NAD) recommended that T-Mobile discontinue claims that consumers can “save up to 50% vs. National FCC Broadband Rate Benchmark” with T-Mobile Home Internet (T-HINT) and the implied claims that a consumer will save up to 50% if they...

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Decision

National Advertising Division Finds T-Mobile Home Internet Availability Claim Supported, but Recommends “Save Up to 50%” Claim be Discontinued

New York, NY – August 18, 2022 – The National Advertising Division (NAD) determined T-Mobile US provided a reasonable basis for the claim that its T Mobile Home Internet (T-HINT) is “available to many households in most U.S. cities and towns” and the implied claim that T-HINT is available...

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Decision

National Advertising Division Finds Certain Claims for Shark Vertex Supported; Recommends Other Vertex and Navigator Pet Pro Vacuum Claims Be Discontinued

New York, NY – August 16, 2022 – The National Advertising Division (NAD) determined that certain “no hair wrap” claims made by SharkNinja Operating, LLC for its Shark Vertex corded vacuum and Vertex Lightweight cordless stick vacuum were supported. NAD recommended that Shark...

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Decision

NAD Finds Verizon 5G Ultra Wideband Expansion Claim Supported; Recommends 5G Ultra Wideband “Most Reliable” Claim be Discontinued

New York, NY – August 11, 2022 – The National Advertising Division (NAD) determined Verizon provided a reasonable basis for the message in its “Verizon is Going Ultra” commercial that Verizon 5G Ultra Wideband has expanded its coverage. However, NAD recommended that Verizon discontinue the “most reliable”...

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

 

 

 

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