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).
 

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.

 

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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

Press Release

BBB National Programs Announces 85 Distinguished Members of 2021 National Advertising Review Board Panel

McLean, VA – January 5, 2021 – BBB National Programs today announced the 2021 Panel Pool Members for its National Advertising Review Board, the appellate body for the U.S. advertising industry’s system of self-regulation. The National Advertising Review Board panel pool members, selected for their stature and experience in their fields,...
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Press Release

BBB National Programs Partners with Facebook to Strengthen Truth-in-Advertising Enforcement on the Social Network's U.S. Platform

New York, NY – December 2, 2020 – Taking an important step to advance the effectiveness of its quick and efficient self-regulatory programs, BBB National Programs today announced a new National Advertising Division (NAD) partnership with Facebook. 

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Blog

Understanding Dark Patterns: How To Stay Out Of The Gray Areas

Where is the line between ethical, persuasive design and dark patterns? Businesses should engage in conversations with IT, compliance, risk, and legal teams to review their privacy policy, and include in the discussion the customer/user experience designers and coders responsible for the company’s user interface, as well as the marketers and advertisers responsible for sign-ups, checkout baskets, pricing, and promotions. Any or all these teams can play a role in creating or avoiding “digital deception.”
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Blog

Flexible, Adaptable, Yet Firm in its Foundation: 50 Years of Advertising Industry Self-Regulation

This week we celebrate the 50th anniversary of independent self-regulation in advertising. On May 18, 1971, the National Advertising Review Board (NARB) and its investigative arm, the National Advertising Division (NAD) were announced. By the end of summer that year, NAD was staffed and began receiving complaints and reviewing national advertising for truth and transparency.
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Decisions

Decision

NARB Recommends doTERRA Discontinue Certain Health Benefit and “Therapeutic Grade” Essential Oil Claims

New York, NY – March 31, 2021 – A panel of the National Advertising Review Board (NARB) has recommended that doTERRA International, LLC discontinue a “Certified Pure Therapeutic Grade” claim as well as any use of the term “therapeutic grade” to describe doTERRA’s products. 

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Decision

NARB Recommends AT&T Disclose Material Connections When Citing Testing Company Data, Modify “Building 5G on America’s Best Network” Claim

A panel of the National Advertising Review Board (NARB) has recommended that AT&T Services, Inc. clearly and conspicuously disclose its material connection to Global Wireless Solutions (GWS) when making a “Best Network” claim that is based on GWS testing. The NARB panel also recommended that...

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Decision

National Advertising Division Finds Certain Claims for Crest Whitening Emulsions Supported; Recommends Discontinuation or Modification of Others

New York, NY – June 8, 2021 – The National Advertising Division (NAD) determined that The Procter & Gamble Company (P&G) provided a reasonable basis for claims that its Crest Whitening Emulsions provide “better” or “100% whiter” results and that it “whitens better” than P&G’s own...

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Decision

Claims Comparing TVision Live Service to Cable TV Discontinued Due to T-Mobile’s Termination of the Service During National Advertising Division Challenge

New York, NY – May 25, 2021 – T-Mobile USA, Inc. informed the National Advertising Division (NAD) of BBB National Programs that it has permanently discontinued challenged claims made in connection with its TVision Live service, including that TVision Live is half the price of cable...

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