ExpeditedParties receive a decision within 20 business days from case opening
SpecificChallenges are limited to a single, well-defined issue
StreamlinedOnly one substantive submission is permitted per party
Eligible claims can include:
- Misleading express or implied claim that does not require review of complex evidence or substantiation such as clinical or technical testing or consumer perception evidence (such as claims about ingredients, superiority, pricing, etc.)
- Response limited to five pages and not more than five evidentiary exhibits.
- Advertisers can object that a case is inappropriate for SWIFT within four business days after the challenge is filed.
- NAD meetings are optional.
Fast Track SWIFT-Disclosure
- Address the prominence or sufficiency of disclosures, including disclosures issues in influencer marketing, native advertising, and incentivized reviews.
- Follows the same process except that the challenge letter is optional and the filing fee is a flat fee, $10,000 for National Partners and $12,500 for Non-National Partners.
Initiating a Case
All Fast-Track SWIFT challenges must be submitted via the NAD Challenge Portal and include:
- The advertiser’s contact information, including identifying the correct person to whom the challenge should be directed
- A copy of the challenged advertising and the date(s) and platforms(s) the challenged claim appeared
- A brief description of the facts showing how the advertising is likely controlled by the advertiser
- Exhibits to support the argument that the challenged claim is not substantiated (if applicable)
- A brief statement as to why the challenged claim is appropriate for the SWIFT process (e.g., it fits within the categories defined as appropriate for SWIFT review, etc.)
- The filing fee must be received by NAD before the 20-day countdown clock will begin on the challenge
Fees are based on annual revenue per the breakdown below. Filing fee waivers or partial waivers are available if economic hardship is demonstrated.
Fast-Track SWIFT Filing Fees (effective November 9, 2021)
- Annual Revenue Under $250M: $12,000
- Annual Revenue Under $5B: $32,000
- Annual Revenue Over $5B: $40,000
- Fast-Track SWIFT - Disclosure: $10,000
- Annual Revenue Under $250M: $15,000
- Annual Revenue Under $5B: $40,000
- Annual Revenue Over $5B: $50,000
- Fast-Track SWIFT - Disclosure: $12,500
The filing fees should be accompanied by a statement indicating the category into which the challenger’s gross annual revenue falls. In the case of a subsidiary, the filing fee is determined by the gross annual revenue of the parent company.
SWIFT Case Decisions
Google Appeals National Advertising Division Recommendation to Discontinue Claim that YouTube TV Service is “$600 Less Than Cable”
New York, NY – August 22, 2023 – In a Fast-Track SWIFT challenge brought by Charter Communications, the National Advertising Division (NAD) recommended that Google discontinue the claim that its YouTube TV service is “$600 less than cable.”
National Advertising Division Recommends T-Mobile Modify or Discontinue Claim About the Ability to Watch Live Major League Baseball Games on MLB.tv
New York, NY – August 22, 2023 – The National Advertising Division (NAD) recommended T-Mobile discontinue the claim that T-Mobile Tuesdays App customers will be able to watch “every regular season [Major League Baseball] game live or on demand,” or modify the claim to make clear which categories...
Abbott Nutrition Voluntarily Discontinues “#1 Infant Formula” Claim for Similac in National Advertising Division Fast-Track SWIFT Case
New York, NY – June 29, 2023 – The National Advertising Division (NAD) has closed a Fast-Track SWIFT challenge initiated by Mead Johnson & Company, LLC. Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD.
National Advertising Division Finds “Verizon Is the Number One Network Choice in Public Safety” Claim in Verizon Frontline Commercial Supported
New York, NY – May 2, 2023 – In a Fast-Track SWIFT challenge brought by AT&T, the National Advertising Division (NAD) determined that the claim “Verizon is the number one network choice in public safety,” made by Verizon in a commercial for its Verizon Frontline service, is supported.
Frequently Asked Questions