CFBAI_ProgramBackgrounds_4-28-2020

National Advertising Division

The National Advertising Division (NAD) monitors national advertising in all media, enforces high standards of truth and accuracy, and efficiently resolves disputes to build consumer trust and support fair competition. NAD reviews advertising based on challenges from businesses, complaints from consumers, or on its own initiative covering a wide variety of both industries and issues. NAD’s decisions represent the single largest body of advertising decisions in the United States.

Program Impact

NAD was established in 1971 to monitor and evaluate the truth and transparency of national advertising through a combination of independent monitoring and competitor disputes and has become a leading voice in providing guidance on truthful and transparent advertising and standards for substantiating advertising claims. Around 150 cases are handled each year through one of three tracks: Fast-Track SWIFT, Standard Track, and Complex Track. Reports of all case findings can be found in the BBB National Programs Online Archive

Truth & Transparency

Voluntary self-regulation helps create an honest and fair marketplace. Companies benefit from a level playing field and consumers benefit from a more trustworthy marketplace. A 90% participation rate demonstrates the depth of industry’s commitment to self-regulation and truth and transparency.

Issues We Examine

NAD’s legal team specializes in examining advertising claims for a diverse set of goods and services like telecommunications, infant nutrition, over-the-counter medication, and dietary supplements for a wide variety of issues from product efficacy to influencer marketing and the use of consumer reviews.

Time & Cost

The NAD process resolves advertising disputes efficiently and almost always faster than a court proceeding. There is no document discovery or depositions, no counterclaims, and the process requires less investment in time and cost than litigating a case.

Navigating Uncertainty

NAD has a published body of case precedent and is staffed by decision makers dedicated to resolving advertising disputes, using a process that provides advertisers the right to appeal adverse decisions to the National Advertising Review Board (NARB).

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

When a competitor’s advertising harms consumer trust or threatens a company’s reputation and market share, decision makers need to answer three key questions:

  • Which forum will resolve my challenge most efficiently—federal court, Federal Trade Commission complaint, or NAD challenge?

The NAD process promotes truthful advertising resolving advertising disputes efficiently. Unless advertising is so misleading and causing sufficient harm that a temporary restraining order application will likely succeed, the NAD process is typically faster than a court proceeding.

 

 

  • How much will it cost?

 

Filing a challenge with NAD is almost always more cost effective than other options. There is no document discovery. There is no deposition. The matter cannot be delayed by filing counterclaims. Our streamlined process saves time and money.

 

 

  • What are the risks?

Because NAD has a published body of case precedent and is staffed by decision makers dedicated to resolving advertising disputes, the outcome is more predictable than a court proceeding where individual judges have crowded dockets of a wide array of cases and different decision-making styles. Our procedures provide advertisers with an automatic right to appeal adverse decisions to the self-regulatory system’s peer review body, the National Advertising Review Board.

 

 

 

 

 

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.

News & Blog

Media Advisory: Media Visionary Tom Rogers, Deputy Attorney General of the U.S. Jeffrey A. Rosen, and FTC Commissioner Christine Wilson to Keynote NAD 2020 Annual Conference

For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs

703-247-9330 / press@bbbnp.org

New York, NY – September 9, 2020 – On the eve of its 50th anniversary, the National Advertising Division (NAD) of BBB National Programs will host the NAD 2020 Annual Conference, which this year will be a virtual event over the course of three days – Monday, October 5 through Wednesday, October 7.

The NAD Annual Conference convenes experts from the advertising and legal industries, and companies of all sizes, as well as government officials and regulators to discuss the day-to-day issues that arise when advertising in an increasingly competitive environment and navigating emerging issues and fast-paced technological innovation. 

Participants share practical advice, parse recent developments in advertising law, discuss Federal Trade Commission (FTC) priorities, identify best practices, and break down the cases that made headlines in 2020. Members of the media are invited to cover NAD 2020 via Zoom with complimentary registration.

WHO:

Keynote Speakers

  • Tom Rogers, Executive Chairman, Engine Media and Founder of CNBC
  • Jeffrey A. Rosen, Deputy Attorney General of the United States
  • Hon. Christine S. Wilson, Commissioner, Federal Trade Commission (FTC)


Speakers & Panelists

  • Lesley A. Fair, Senior Attorney, Bureau of Consumer Protection, Federal Trade Commission (FTC)
  • Jessie Grodstein Kennedy, Director, Corporate Counsel, Starbucks
  • Bonnie Patten, Executive Director, Truth in Advertising
  • Jeffrey E. Smith, Senior Vice President & Deputy General Counsel, Comcast Cable Communications, LLC
  • Ted Suzuki, Vice President and Deputy General Counsel, AT&T Services
  • Limor Robinson Mann, Chief Oral Care Marketing Counsel, Global Colgate-Palmolive Company
  • Shannon Watkins, Senior VP, Brand Strategy, Advertising, Media, Sponsorships and Creative Services, Aflac

A full list of speakers is available here

WHAT:         National Advertising Division (NAD) 2020 Annual Conference
WHEN:        Monday, October 5 – Wednesday, October 7
                    10:30 or 11:00 AM – 2:00 or 3:00 PM ET (varies slightly each day)
WHERE:      Virtual (Zoom sessions) 

A full event agenda is available here

RSVP: Credentialed members of the media are invited to attend with complimentary registration. To register and for more information, email press@bbbnp.org

Join the conversation on social media using #NAD2020.

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.


Blog

All About SWIFT: Resolving Straightforward Ad Disputes in a Matter of Weeks

On May 13, Laura Brett, VP of our National Advertising Division (NAD) joined Loeb & Loeb’s David Mallen to discuss the new Fast-Track SWIFT process. The SWIFT process has been officially launched and the NAD team has begun processing claims.
Read more
 

 

 

Upcoming Events

CARU Conference: Virtual Series

Why Diversity and Inclusion is Good for Business: This presentation will cover why a workplace culture that supports diversity is the key to garnering unique ideas that just may be the next big thing. ...
Learn more
Nov 17, 2020 Virtual

Kidvertising 101

Kidvertising 101 is a two-day seminar that provides advertisers, marketers, and legal counsel with the tools and best practices needed to stay out of the crosshairs of the FTC. Whether you are new to ...
Learn more
Nov 18, 2020 Virtual
 

 

 

Frequently Asked Questions

 

 

 

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