CFBAI_ProgramBackgrounds_4-28-2020

National Advertising Division

The U.S. advertising industry founded the National Advertising Division (NAD) and the National Advertising Review Board in 1971 as a system of independent industry self-regulation to build consumer trust in advertising and support fair competition in the marketplace. NAD holds national advertising across all media types to high standards of truth and accuracy by reviewing truth-in-advertising challenges from businesses, trade associations, consumers, or on its own initiative. Through its work, thousands of misleading advertising claims have been removed from the marketplace and NAD’s case decisions represent the single largest body of advertising law in the country.
 

Program Impact

Over its 50-year history, NAD has published thousands of decisions and has become the leading voice in providing guidance for truthful and transparent advertising. NAD reviews advertising in any industry and advertising format and often addresses cutting-edge advertising issues before regulatory guidance is available.

 

 

Recent Decisions

Summaries of all NAD case decisions, including appeals. Case Summaries

Upcoming Events

NAD's upcoming events and speaking engagements. Access Events

Policies & Procedures

NAD/NARB Procedures and FTC Resolution of Referrals. Read the Policies & Procedures

Resource Library

Topical digests, NAD podcasts, blogs, videos, and more. Access Resources
 

NAD Challenges

The NAD Challenge process brings value to business by leveling the playing field and enhancing consumer trust in the marketplace. 

 

 

 

Fast-Track SWIFT

Single-issue advertising cases with decisions in 20 business days.

Standard Track

Open to a variety of case types with decisions 20 business days following the final meeting.

Complex Track

Cases requiring complex substantiation with decisions 30 business days following the final meeting.

 

 

 

 

 

 

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.
 
 

 

The NAD Annual Report includes a year in review, exclusive insight on ad law case trends, a wrap-up of each year’s annual conference, and an extensive summary of the year’s casework.

 

 

 

 

 

Recent Decisions

Decision

National Advertising Division Recommends Verizon Discontinue or Modify Certain Claims for Satellite-Supported Texting Services

New York, NY – November 7, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile, the National Advertising Division recommended that Verizon either discontinue certain claims about satellite-supported texting services in remote locations or modify them to disclose the necessary conditions for Verizon customers...

Read the Decision Summary
Decision

Following National Advertising Division Challenge, PetIQ Voluntarily Discontinues Certain Claims for NextStar Flea & Tick Topical

New York, NY – November 6, 2024 – Following a National Advertising Division challenge, PetIQ discontinued certain claims for its NextStar Flea & Tick topical flea prevention and treatment product, which appeared on PetIQ’s website, social media, and third-party websites.

Read the Decision Summary
Decision

National Advertising Division Finds Certain Safety Claims for Drunk Elephant Skincare Products Supported; Recommends Modification of Influencer Posts

New York, NY – November 4, 2024 – The National Advertising Division determined certain Drunk Elephant social media claims regarding skincare products being “safe for kids and tweens to use” were supported, but determined that two TikTok video influencer disclosures for Drunk Elephant's B-Goldi...

Read the Decision Summary
Decision

James Hardie Appeals National Advertising Division Recommendation to Discontinue Certain Claims for its Fiber Cement Siding

New York, NY – October 24, 2024 – The National Advertising Division determined that, in connection with certain testimonials for James Hardie’s fiber cement siding, no additional disclosure of material connections is necessary, but recommended that other claims be modified or discontinued.   

Read the Decision Summary

 

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

 

 

 

Upcoming Events

2024 NAPABA Convention

Zheng Wang, Attorney, National Advertising Division, BBB National Programs joins an elite panel to discuss Advertising Regulations in the Age of Influencers, Dark Patterns, and Consumer Reviews
Learn more
Nov 08, 2024 Seattle, WA

2024 ANA Masters of Advertising Law Conference

Laura Brett, Vice President, National Advertising Division, BBB National Programs joins a panel discussing Thinking Like an Enforcer to Minimize Advertising & Marketing Risks
Learn more
Nov 12, 2024 Scottsdale, AZ

NAD 2025

The National Advertising Division (NAD) annual conference, NAD 2025 will convene advertising and legal professionals, academic and industry experts, government officials, and businesses of all sizes t ...
Learn more
Sep 16, 2025 Washington, DC
 

 

 

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.

 

 

 

 

 

Frequently Asked Questions

 

 

 

 

 

 

 

 

Contact Us