Program Impact
Truth & Transparency
When a competitor’s advertising harms consumer trust or threatens a company’s reputation and market share, the advertising self-regulatory system creates a level-playing field for business and helps ensure consumers receive truthful and accurate advertising.Compliance
After a decision, NARB or the challenger can check in on whether the advertiser has made appropriate modifications to its advertising and has 10 days to respond. The case is closed if there is a good faith effort to bring their advertising into compliance.Non-Compliance
In cases of lack of good faith efforts to modify or discontinue advertising as a result of a NARB decision, NARB will refer the case to an appropriate government agency, usually the Federal Trade Commission (FTC).For the last 50 years in the advertising industry, companies have held each other to a higher standard. In response to the pressures and criticisms of consumerism that had mounted during the previous decade, in 1971 the advertising industry established the National Advertising Division (NAD) and National Advertising Review Board (NARB), the U.S. mechanism of independent self-regulation that has stood the test of time and technological innovation.
Guidelines & Procedures
News & Blog
BBB National Programs Announces 98 Distinguished Panel Pool Members for 2024 National Advertising Review Board
McLean, VA – January 9, 2024 – BBB National Programs today announced the 98 panel pool members of the 2024 National Advertising Review Board (NARB), the appellate body for the U.S. advertising industry’s system of self-regulation.
BBB National Programs Announces 91 Distinguished Panel Pool Members for 2023 National Advertising Review Board
McLean, VA – January 10, 2023 – BBB National Programs today announced the 91 panel pool members of the 2023 National Advertising Review Board, the appellate body for the U.S. advertising industry’s system of self-regulation, selected for their stature and experience in their fields.
Take Care of Your “Health-Lite” Claims
Big Game Ad Claims: Trends & Lessons Learned
Decisions
National Advertising Review Board Finds Glad ForceFlex MaxStrength Trash Bag “25% More Durable” Claims on Packaging Not Misleading
New York, NY – May 23, 2024 – A panel of the National Advertising Review Board (NARB) determined that The Glad Products Company’s “25% more durable” claim for Glad ForceFlex MaxStrength bags, as it appears on the packaging of 45- 34- and 20-bag sizes, is not misleading.
National Advertising Review Board Recommends Mint Mobile Discontinue or Modify Certain Claims for its Wireless Service
New York, NY – February 8, 2024 – A panel of the National Advertising Review Board (NARB) recommended that Mint Mobile modify or discontinue cost-per-month pricing promos, discontinue the “cut out the cost of retail service and passed those sweet savings directly to you” claim, and discontinue disparaging social media...
National Advertising Division Recommends Dr. Luke Healthcare Discontinue Treatment Claims for its Fungal Nail Renewal Product
New York, NY – July 24, 2024 – The National Advertising Division recommended Dr. Luke Healthcare discontinue certain claims for Dr. Luke’s Fungal Nail Renewal product, including health-related claims, natural claims, and claims that a doctor recommends the product or that it treats a medical condition.
National Advertising Division Finds Flag Image on Kendamil Infant Formula Packaging Conveys Supported Message about Products’ Origin
New York, NY – July 17, 2024 – In a Fast-Track SWIFT challenge, the National Advertising Division determined that use of a flag image on product packaging for Kendal Nutricare’s Kendamil infant formula reasonably conveys a supported message about the products’ origin.
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.
Frequently Asked Questions
Contact Us