Truth & TransparencyWhen 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.
ComplianceAfter 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-ComplianceIn 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 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.
FTC Commissioner Alvaro Bedoya to Keynote NAD 2022, Annual Conference of BBB National Programs’ National Advertising Division
New York, NY – August 30, 2022 – The National Advertising Division (NAD) will host the NAD 2022 Annual Conference next month in Washington, D.C., on Monday, September 19 and Tuesday, September 20. NAD 2022 will be an in-person event for the first time since 2019, drawing speakers from across the advertising law...
Expanding SWIFT: What’s New for 2023
FTC’s New Health Claims Guidance: What You Need to Know
National Advertising Review Board Recommends American Beverage Association Modify Certain Environmental Benefit Claims for “Every Bottle Back” Initiative
New York, NY – March 16, 2023 – A panel of the National Advertising Review Board (NARB) recommended that the American Beverage Association (ABA) modify certain aspirational claims regarding the use of recycled materials in bottles, as well as claims relating to ABA’s partnerships with...
National Advertising Review Board Recommends SharkNinja Discontinue or Modify Certain Claims for Shark Air Purifiers
New York, NY – March 8, 2023 – A panel of the National Advertising Review Board (NARB) recommended that SharkNinja discontinue claims that its Shark Air Purifier 6 meets or exceeds HEPA standards and that its air purifiers perform better than other HEPA-labeled air purifiers, and recommended they modify its “Clean...
Comcast Appeals National Advertising Division Recommendation to Modify or Discontinue Certain Advertising Claims for Xfinity Mobile
New York, NY – March 16, 2023 – In a challenge brought by AT&T, the National Advertising Division (NAD) recommended that Comcast Cable modify claims that its Xfinity Mobile service is the “fastest mobile service;” discontinue its “most reliable,” “highest ranked,” and “best network” claims for Xfinity...
National Advertising Division Finds Charter’s “Most Reliable Internet” Claim Supported; Recommendation to Modify or Discontinue Other Claims is Appealed
New York, NY – March 15, 2023 – Acting on a challenge brought by Frontier Communications, the National Advertising Division (NAD) determined that Charter Communications provided a reasonable basis for its “most reliable internet claim.” However, NAD recommended that Charter modify or...
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