Where businesses turn to enhance consumer trust and consumers are heard.

BBB National Programs is where companies, industry experts, and trade associations work together within a self-regulatory environment to foster industry best practices in truth-in-advertising, child-directed marketing, data privacy, and dispute resolution.

Advertising

Promoting responsible advertising through self-regulation, monitoring, and dispute resolution. Explore programs

Privacy

Helping businesses navigate privacy issues through self-regulation, monitoring, and safe harbors. Explore programs

Dispute Resolution

Providing solutions and support for dispute resolution programs and compliance needs. Explore programs

Emerging

Developing innovative programs to address business needs in an evolving marketplace. Explore programs

Home to leading independent programs.

We offer a variety of independent, third-party programs to guide, aid, and address issues of business ethics, advertising, data privacy, and dispute resolution.
BBB National Programs

Newsroom


Insights from the CEO

What All Businesses Can Learn From Recent Missteps In Crypto

Read in Forbes

 

Read more CEO Insights

 

 

 

 

BBB National Programs in the News

 

Biden Pushes For Targeted Ad Ban, Tighter Data Privacy Rules

Law360 (paywall) I February 2023

Mary K. Engle, executive vice president of policy at BBB National Programs shares her call to action for businesses on data privacy.


BBB National Programs Plans Verification Seal For California Privacy Law

MediaPost I January 2023

Dona Fraser discusses how BBB National Programs will help businesses verify compliance with the California Privacy Rights Act. 


AdExplainer: What are dark patterns?

AdExchanger I October 2022

Mary Engle and Laura Brett discuss business practices that may not be against the law, but undermine consumer choice: dark patterns. 


Exploring sustainable clothing for kids heading back to school

Good Morning America  I  August 2022

Laura Brett helps consumers understand what to look for when shopping for sustainable clothing. 

 

 

 

 

 

Revised Guidelines for Responsible Advertising to Children

 

The revised CARU Advertising Guidelines went into effect on January 1, 2022. CARU is now actively investigating cases of non-compliance.

 

See the Guidelines

Latest Announcements

Press Release

Lindt Joins the Children’s Food and Beverage Advertising Initiative Pledge Program

McLean, VA – January 17, 2023 – The Children’s Food and Beverage Advertising Initiative (CFBAI) welcomes Lindt & Sprüngli and its subsidiaries, Ghirardelli Chocolate Company and Russell Stover Chocolates, as the newest participant in the food advertising pledge program.


Read the Press Release
Press Release

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.

Read the Press Release
Press Release

BBB National Programs Names Michelle R. Harris as Vice President, National Partners and Business Development

McLean, VA – January 4, 2023 – BBB National Programs today announced that Michelle R. Harris has been named Vice President, National Partners and Business Development, BBB National Programs. 

Read the Press Release
Press Release

BBB National Programs Board of Directors Elects Verizon’s David Hubbard as Board Chair and Re-Elects Three Board Members

McLean, VA – December 19, 2022 – The Board of Directors of BBB National Programs today announced a new Board Chair and the re-election of three other members for the 2022-2025 term. David Hubbard, Vice President & Deputy General Counsel, Verizon steps into the role of Board Chair.  

Read the Press Release

Latest Decisions

Decision

National Advertising Division Recommends T-Mobile Discontinue Most Reliable 5G Network According to umlaut Claims

New York, NY – March 23, 2023 – In a challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) recommended that T-Mobile, U.S., Inc. discontinue advertising claims that its wireless service has the most reliable 5G network according to the third-party testing company, umlaut. 

Read the Decision Summary
Decision

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...

Read the Decision Summary
Decision

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...

Read the Decision Summary
Decision

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...

Read the Decision Summary

 

For the full text of National Advertising Division, National Advertising Review Board, and Children’s Advertising Review Unit decisions, subscribe to the Online Archive. Other case decisions are available publicly: Direct Selling Self-Regulatory Council and Digital Advertising Accountability Program. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to press@bbbnp.org

Upcoming Events

CARU 2023 Conference

The Children's Advertising Review Unit (CARU) annual conference, CARU 2023, the only event dedicated to children’s advertising and privacy law, will take place on May 16, 2023. Save the date to join u ...
Learn more
May 16, 2023 Arlington, VA

NAD 2023 Conference

The National Advertising Division (NAD) Annual Conference, NAD 2023, will take place on September 19 and 20, 2023. Save the date to join us in Philadelphia, PA at Convene at City View (30 S 17th St.).
Learn more
Sep 19, 2023 Philadelphia, PA

 

 

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