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

IV Drip Voluntarily Discontinues Social Media Posts for IV Hydration Therapy Following NAD Inquiry into Implied COVID-19 Messages

New York, NY – October 28, 2020 – Following an inquiry by the National Advertising Division (NAD), IV Drips Customized IV Hydration & Wellness (“IV Drips”) discontinued Instagram and Facebook social media posts which conveyed implied messages that its IV Hydration Therapy protects...

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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 SmileDirectClub Discontinue Claims That Clear Aligners Deliver Results “3x Faster Than Braces” and “3x Sooner Than Braces”

New York, NY – October 5, 2020 – A panel of the National Advertising Review Board (NARB), a division of BBB National Programs, has recommended that SmileDirectClub, LLC (SDC) discontinue the claims “We’re 3x Faster than Braces” and “Get a smile you’ll love, 3x...
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Press Release

National Advertising Review Board (NARB) of the BBB National Programs Announces its Distinguished 2020 NARB Panel Members from Leading Companies, Advertising Agencies, and Universities

BBB National Programs, Inc. (BBB NP) is pleased to announce the 2020 National Advertising Review Board (NARB) Panel Members for 2020. The NARB Panel Members are selected for their standing and expertise in the advertising field to serve with the advertising...
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