NARB ProgramBackgrounds

National Advertising Review Board

The National Advertising Review Board (NARB) is the appellate body for the U.S. system of advertising industry self-regulation. 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

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...

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Press Release

BBB National Programs Announces 85 Distinguished Panel Pool Members for National Advertising Review Board and New Vice Chair

McLean, VA – January 11, 2022 – BBB National Programs today announced the 85 panel pool members of the 2022 National Advertising Review Board, as well as its 2022 vice chair, Heather Hippsley, who retired in 2020 as Deputy General Counsel of the Federal Trade Commission (FTC) where, among many senior roles over...

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Blog

Expanding Accountability for DEIB in National Advertising

Beginning today, NAD's procedures have been revised to join CARU in holding advertisers accountable for advertising that portrays or encourages misleading and harmful social stereotyping, prejudice, or discrimination.
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Blog

Getting Disclosures Right: An FTC Focus and Evolving Challenge for Advertisers

Before the FTC or other regulators crack down on the misleading use of disclosures, brands should focus attention on making disclosures that are easy to see and understand to build a trusted relationship with consumers.
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Decisions

Decision

National Advertising Review Board Recommends P&G Discontinue Odor Elimination Claims for Febreze Products

New York, NY – September 15, 2022 – A panel of the National Advertising Review Board (NARB) recommended that P&G discontinue certain “odor elimination” claims that P&G makes across its Febreze line of home fragrance products, which include the Febreze air, candle, car, plug, small spaces, and wax melts products.

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Decision

National Advertising Review Board Recommends CoStar Group Discontinue Apartments.com Claim “The Most Popular Place to Find a Place”

New York, NY – August 24, 2022 – A panel of the National Advertising Review Board (NARB), the appellate advertising law body of BBB National Programs, recommended that CoStar Group, Inc. discontinue the claim “The Most Popular Place to Find a Place” and that it modify certain advertising to make clear that...

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Decision

NAD Recommends Modification of Disclosures Used in Connection with Comcast Xfinity Mobile vs. Verizon 5G Comparative Savings Claims

New York, NY – September 15, 2022 – The National Advertising Division (NAD) determined that comparative savings claims made by Comcast Cable Communications, LLC about its Xfinity Mobile 5G service plan would not be misleading when compared with the cheapest two Ultra Wideband 5G plans by Verizon...

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Decision

National Advertising Division Recommends CreditAssociates Discontinue “America’s #1 Debt Relief Company” Claim and Certain Consumer Testimonials

New York, NY – September 14, 2022 – The National Advertising Division (NAD) recommended that CreditAssociates, LLC discontinue the claim “America’s #1 Debt Relief Company,” “4.9 out of 5 based on 8,641 reviews – Trustpilot,” and savings claims that appeared in testimonials featured on the...

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BBB National Programs provides summaries of all case decisions in the Case Decision Summary library. For the full text of National Advertising Division, National Advertising Review Board, and Children’s Advertising Review Unit decisions, subscribe to the Online Archive. For members of the press, the full text of any BBB National Programs decision is available by emailing the request to press@bbbnp.org

 

 

 

Frequently Asked Questions

 

 

 

 

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