NARB ProgramBackgrounds

National Advertising Review Board

The National Advertising Review Board (NARB) is the advertising self-regulation industry’s appellate body. Five-member NARB panels hear cases appealing an NAD or CARU decision and provide independent industry peer review, ensuring truthfulness and accuracy in national advertising and helping promote voluntary compliance of its decisions—a key pillar of industry self-regulation.  

Program Impact

NARB, established in 1971 as a fair and impartial appellate body, reviews appealed NAD or CARU decisions. Nominated by various leading organizations in the advertising industry, NARB members are selected for their stature and experience in their fields. 

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).

Guidelines & Procedures


Any advertiser or challenger has the right to appeal NAD’s decision to NARB.  An advertiser has an automatic right of appeal. A challenger must request permission to appeal from the NARB chair and explain why it believes there is a substantial likelihood NARB would come to a different conclusion on a case than NAD. 

 

News & Blog

Decision

NAD Finds Kerasal Fungal Nail Discoloration Reduction Claim Supported, Recommends Discontinuation of Several Challenged Claims; Advertiser to Appeal

New York, NY – November 4, 2020 – The National Advertising Division (NAD) determined that Advantice Health provided a reasonable basis for the claim that its Kerasal Fungal Nail Renewal product “reduces discoloration.” However, NAD recommended that the advertiser...

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Decision

NAD Finds Certain doTERRA Phrases to be Puffery; Recommends Discontinuation of Challenged Essential Oils Health Benefit Claims; Advertiser to Appeal

New York, NY – October 27, 2020 – The National Advertising Division (NAD) determined that doTERRA International, LLC (doTERRA) did not provide a reasonable basis for claims that its doTERRA essential oils provide certain health benefits, including specific benefits for mood,...

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Decision

NARB Recommends Benefiber Discontinue “100% Natural” and “Clinically Proven” Claims, But Finds “Helps You Feel Fuller Longer” Claim Supported

New York, NY – October 22, 2020 – The National Advertising Review Board (NARB) recommended that GlaxoSmithKline Consumer Healthcare, LLC (GSK) discontinue “100% natural” and “clinically proven to curb cravings” claims for Benefiber, and determined that GSK...

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Decision

NAD Recommends Avadim Health, Inc. Discontinue Health-Related Claims for Theraworx Relief for Muscle and Joint Products; Advertiser to Appeal

New York, NY – October 21, 2020 – The National Advertising Division (NAD) determined that Avadim Health, Inc. (Avadim) did not provide a reasonable basis for health-related claims appearing on Theraworx product packaging, in website, and social media advertising, and elsewhere so NAD...

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