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

How Will Customers Know They Can Trust Your Business?

Read in Forbes

 

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BBB National Programs in the News

 

Tweens Obsessed With Skin Care Drive Brands to Say: Don’t Buy Our Stuff

Bloomberg  I  April 2024
Laura Brett, vice president of the National Advertising Division and Dona Fraser, senior vice president of privacy initiatives discuss how recent skincare brands are advising tweens to not buy their products.  


In Online Advertising Arena, Artificial Intelligence Aids And Abets Fake Reviews, False Claims

HBW Insight  I  February 2024
AI has a place in the FTC's proposed rule to ban fake consumer reviews and testimonials in online advertising in the US for a reason, one that Mary Engle, executive vice president of policy at BBB National Programs acknowledges.


It's Not Easy Being Green: Preparing for the FTC's Updated Green Guides

AdWeek  I  October 2023
Laura Brett, vice president of the National Advertising Division outlines the importance of clear and truthful green advertising, how companies can help build consumer trust in green claims, and the 2024 release of the updated Green Guides.


Regulators Have Their Eye On The Dark Art Of Dark Patterns

AdExchanger  I  August 2023
Mary Engle, executive vice president of policy at BBB National Programs discusses the trend of state privacy laws calling out dark patterns as an unlawful data privacy practice.

 

 

 

 

 

 

50 Years of Advancing Responsible Child-Directed Marketing & Privacy

 

For the last 50 years, companies marketing to children have held each other to a higher standard. In 1974, the Children’s Advertising Review Unit (CARU) was established as the U.S. mechanism of independent self-regulation for protecting children under age 13 from deceptive or inappropriate advertising.

 

 

 

 

NAD 2024: Charting the Global Future of Ad Law

September 16-17, 2024 in New York City

 

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Latest Announcements

Press Release

BBB National Programs Appoints Amy Steacy as General Counsel, Promotes New Leaders in Children’s Food and Beverage Advertising and Global Privacy

McLean, VA – June 4, 2024 – BBB National Programs announced the appointment of Amy Steacy as General Counsel. Additional leadership promotions include Daniel Range as Vice President of the Children's Food and Beverage Advertising Initiative (CFBAI) and Dr. Divya Sridhar as Vice President, Global...

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Press Release

Companies Agree to Expand School Coverage under the Children’s Food and Beverage Advertising Initiative Core Principles

McLean, VA – May 2, 2024 – Twenty-one of the nation’s leading food, beverage, and quick serve restaurant companies have agreed to strengthen their voluntary commitments for responsible food advertising to children under the Children’s Food and Beverage Advertising Initiative (CFBAI) Core Principles.

Read the Press Release
Press Release

BBB National Programs Issues Compliance Warning for Use of AI in Child-Directed Advertising and Data Collection

McLean, VA – May 1, 2024 – BBB National Programs’ Children’s Advertising Review Unit (CARU) today issued a new compliance warning on the application of CARU’s Advertising and Privacy Guidelines to the use of Artificial Intelligence (AI), putting advertisers, brands, endorsers, developers, toy manufacturers, and others on...

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Press Release

BBB National Programs Applauds Today’s Launch of the Global CBPR Forum, Strengthening Commitments to International Data Privacy

McLean, VA – April 30, 2024 – BBB National Programs applauds the work of the Global CBPR Forum members, including the U.S. Department of Commerce, to launch the Global Cross Border Privacy Rules (CBPR) and Privacy Recognition for Processors (PRP) certification systems, a key development in...

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Latest Decisions

Decision

AT&T Appeals National Advertising Division Recommendation to Discontinue or Modify Claim that Supplemental Coverage from Space is Presently Available

New York, NY – July 11, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile, the National Advertising Division recommended that AT&T Services, Inc. discontinue or modify the claim that its Supplemental Coverage from Space (SCS) is presently available to consumers.

Read the Decision Summary
Decision

In Two Fast-Track SWIFT Cases, National Advertising Division Recommends CoStar Discontinue Certain Claims for Homes.com Website

New York, NY – July 9, 2024 – In two Fast-Track SWIFT challenges brought by Move, Inc., the National Advertising Division recommended CoStar Group discontinue certain claims relating to the volume of traffic to CoStar’s website, Homes.com.

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Decision

National Advertising Division Finds Certain Claims for Dawn Platinum Dishwashing Liquid Supported; Recommends Others be Modified or Discontinued

New York, NY – July 9, 2024 – The National Advertising Division determined that P&G supported its express Invisible Grease Claims as well as the implied claim, “Any difference in removal of grease and food residue between Dawn and Palmolive is meaningful to consumers” but recommended other...

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Decision

Direct Selling Self-Regulatory Council Recommends Lyconet Discontinue Salesforce Member Earnings Claims

McLean, VA – July 1, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) recommended that Lyconet America, Inc. discontinue certain earnings claims made by salesforce members on YouTube and Facebook.  

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

Summer CARU Supporter Meeting

During 2024, the 50th anniversary of the Children’s Advertising Review Unit (CARU), we will celebrate the “evolution” of children’s advertising and privacy. In July, CARU Supporters will discuss progr ...
Learn more
Jul 17, 2024 Virtual

NAD 2024: Charting the Global Future of Ad Law

The National Advertising Division (NAD) annual conference, NAD 2024, will convene advertising and legal professionals, academic and industry experts, government officials, and businesses of all sizes ...
Learn more
Sep 16, 2024 New York, NY

West Coast CARU Supporter Meeting

During 2024, the 50th anniversary of the Children’s Advertising Review Unit (CARU), we will celebrate the “evolution” of children’s advertising and privacy. In October, CARU Supporters will discuss pr ...
Learn more
Oct 23, 2024 West Coast (TBD)

 

 

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