NAD’s Challenge Process

• Opening letter is limited to five pages, as is the advertiser’s reply. 

• Evidentiary submissions are limited to five exhibits, along with samples of the challenged advertising. 

• One round of briefings and one round of NAD meetings with each party.   

• Decisions are issued within 20 business days from the date payment is received and the advertiser receives the challenge.  

Fast Track SWIFT-Disclosure 

An expedited SWIFT track for challenges that relate exclusively to the sufficiency or prominence of a disclosure, including issues that arise in influencer marketing, native advertising, and incentivized reviews.  

SWIFT-Disclosure is the same as the standard SWIFT track, except that the opening letter and evidentiary exhibits are optional, but if submitted follow the same requirements for SWIFT outlined above. 

An advertiser may object that a case is not appropriate for SWIFT within four business days after the challenge is filed. If NAD determines a challenge is not suitable for the SWIFT track, the challenger will have the option to refile as a Standard Track challenge.  

Fast-Track SWIFT Infographic

• Opening letter and subsequent submissions for both parties are limited to 20 pages. 

• Evidentiary submissions have no limits. 

• Two rounds of briefings and one round of NAD meetings with each party. 

• A challenger may expedite the process by waiving its reply. 

• Decisions are issued typically within 20 business days after NAD meets with the advertiser.  

Standard Track Infographic

In this track, NAD shares feedback about evidence submitted and parties can ask questions and provide specific evidence or demonstrate why they believe certain evidence is sufficient.  

Complex Track Infographic

• Annual Revenue Under $250M: $12,000 

• Annual Revenue Under $5B: $32,000 (*$33,600) 

• Annual Revenue Over $5B: $40,000 (*$42,400) 

• Fast-Track SWIFT - Disclosure: Flat fee of $10,000 (*$11,200)

Non-National Partner: 

• Annual Revenue Under $250M: $15,000 

• Annual Revenue Under $5B: $40,000 (*$42,000) 

• Annual Revenue Over $5B: $50,000 (*$53,000)

• Fast-Track SWIFT - Disclosure: Flat fee of $12,500 (*$14,000)

*Pricing effective January 1, 2025

• Annual Revenue Under $250M: $24,000 

• Annual Revenue Under $5B: $40,000 (*$42,400)

• Annual Revenue Over $5B: $60,000 (*$63,200)

Non-National Partner: 

• Annual Revenue Under $250M: $30,000 

• Annual Revenue Under $5B: $50,000 (*$53,000)

• Annual Revenue Over $5B: $75,000 (*$79,000)

*Pricing effective January 1, 2025