
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
AAF's Advertising Day on the Hill
ACI's 10th Annual Legal, Regulatory & Compliance Forum on Cosmetics & Personal Care Products
ABA Antitrust Section’s Spring Meeting
Institute for Perception's Advertising Claims Support: Case Histories and Principles
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...
Expanding SWIFT: What’s New for 2023
FTC’s New Health Claims Guidance: What You Need to Know
Decisions
Comcast Appeals National Advertising Division Recommendation to Modify or Discontinue Certain Advertising Claims for Xfinity Mobile
New York, NY – March 16, 2023 – In a challenge brought by AT&T, the National Advertising Division (NAD) recommended that Comcast Cable modify claims that its Xfinity Mobile service is the “fastest mobile service;” discontinue its “most reliable,” “highest ranked,” and “best network” claims for Xfinity...
National Advertising Division Finds Charter’s “Most Reliable Internet” Claim Supported; Recommendation to Modify or Discontinue Other Claims is Appealed
New York, NY – March 15, 2023 – Acting on a challenge brought by Frontier Communications, the National Advertising Division (NAD) determined that Charter Communications provided a reasonable basis for its “most reliable internet claim.” However, NAD recommended that Charter modify or...
In National Advertising Division Challenge, “Non-Toxic” and “Eco-Friendly” Claims for Weiman Cleaning Products Voluntarily Discontinued
New York, NY – March 15, 2023 – In a National Advertising Division (NAD) challenge, brought by competitor S.C. Johnson, PurposeBuilt Brands and Weiman Products voluntarily discontinued “non-toxic” and “eco-friendly” advertising claims for its Weiman cleaning products.
Routine Wellness Discontinues Advertising Claims for Shampoo and Conditioner Following National Advertising Division Challenge
New York, NY – March 14, 2023 – As part of the National Advertising Division (NAD) routine monitoring of national advertising for truth and transparency, following a NAD inquiry, Routine Wellness voluntarily discontinued advertising claims regarding its shampoo and conditioner.
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.