
National Advertising Division
Program Impact
Recent Decisions
Summaries of case decisions are publicly published, including appeals. Case SummariesResource Library
From annual reports to infographics to ad law 101, education is key. Access ResourcesNAD 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.
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.
Read FAQs about:
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, including trade associations and non-profit organizations, 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. When an advertiser declines to participate in the NAD process or decides not to comply with NAD’s decision, NAD will refer the matter to the Federal Trade Commission (FTC). The FTC will review the matter for possible enforcement action.
Upcoming Events
11th Food and Beverage Compliance Exchange
Brazilian Intellectual Property Association Program on Green Claims
NYC Bar Association Hot Topics in Advertising & Marketing Law
SupplySide West
Resources
NAD 2022 Annual Report
NAD 2021 Annual Report
NAD 2020 Annual Report
COVID-19 False Advertising Cases
NAD Fast-Track SWIFT Infographic
NAD Standand Track Infographic
NAD Complex Track Infographic
Telecommunications Digest
Environmental Digest
Cosmetics, Anti-Aging, and Personal Care Digest
Digital Marketing Digest
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.
News & Blog
FTC Commissioner Alvaro Bedoya to Keynote NAD 2022, Annual Conference of BBB National Programs’ National Advertising Division
New York, NY – August 30, 2022 – The National Advertising Division (NAD) will host the NAD 2022 Annual Conference next month in Washington, D.C., on Monday, September 19 and Tuesday, September 20. NAD 2022 will be an in-person event for the first time since 2019, drawing speakers from across the advertising law...
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...
Beauty Product Claims & the NAD: Why Substantiation Matters
Unsubstantiated Claims May Lead to Civil Penalties
Decisions
National Advertising Division Recommends MacuHealth Discontinue or Modify Certain Claims for Several Brands of Eye Health Dietary Supplements
New York, NY – September 21, 2023 – In a challenge brought by Vision Elements, the National Advertising Division (NAD) recommended that MacuHealth modify or discontinue certain claims for its dietary supplement products.
National Advertising Division Refers Advertising by SBLA Beauty to the Federal Trade Commission for Review for Failure to Participate
New York, NY – September 21, 2023 – The National Advertising Division (NAD) has referred advertising claims made by SBLA Beauty, Inc. to the Federal Trade Commission (FTC) after the company failed to provide a substantive response to NAD’s inquiry.
National Advertising Division Recommends Discontinuation or Modification of Certain Health Benefit Claims for Memory Health Dietary Supplement
New York, NY – August 28, 2023 – In a challenge brought by Vision Elements, the National Advertising Division (NAD) recommended that in connection with its Memory Health dietary supplement, Memory Health, LP discontinue certain health-related and health-benefit claims.
National Advertising Division Recommends Agape Diamonds Provide Clear Disclosure of the Origins of its Simulated and Laboratory-Grown Diamonds
New York, NY – August 25, 2023 – The National Advertising Division (NAD) recommended that Agape Diamonds modify its advertising by clearly and conspicuously disclosing the origin of its simulated diamonds and laboratory-grown diamonds (LGDs).
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.