National Advertising Division
Program Impact
Policies & Procedures
NAD/NARB Procedures and FTC Resolution of Referrals. Read the Policies & ProceduresNAD Challenges
The NAD Challenge process brings value to business by leveling the playing field and enhancing consumer trust in the marketplace. Advertising claims can be challenged in one of three tracks: Fast-Track SWIFT, Standard Track, and Complex Track. Click on the options below for more information on each track's process, challenge eligibility requirements, timeline, and fees to determine which track is best suited to handle your needs. BBB National Programs National Partners receive a discount on filing fees.
Complex Track
Cases requiring complex substantiation. Time to decision is determined by the parties. Learn More
NAD’s Monitoring Program
As part of its public interest mission to ensure consumers receive truthful and accurate advertising messages, NAD initiates approximately 20-25% of its cases each year based on its own monitoring of advertising in a wide variety of product categories. The goal of NAD’s monitoring cases is to expand the universe of advertising claims that are reviewed for truth and transparency and provide guidance for future advertising. In determining whether to open a monitoring case, NAD considers whether the advertising meets one or more of the following criteria:
- Targets a vulnerable population (elderly, children, special needs, etc.);
- Capitalizes on consumer fears or misunderstanding;
- Fills a gap in regulatory efforts of the FTC and state AGs;
- Addresses novel or emerging issue of interest for the advertising industry;
- Concerns claims that consumers cannot evaluate for themselves;
- Achieves diversity among industries that historically participate in self-regulation.
NAD Annual Reports:
The NAD Annual Report includes a year in review, exclusive insight on ad law case trends, a wrap-up of each year’s annual conference, and an extensive summary of the year’s casework.
Recent Decisions
Following National Advertising Division Challenge, Mobile Fox Voluntarily Discontinues Certain Claims for Solitaire Arena Game
New York, NY – March 19, 2024 – Following a challenge brought by the National Advertising Division, Mobile Fox Limited discontinued certain advertising claims promoting its Solitaire Arena mobile app game.
Following National Advertising Division Challenge, Ginger Health Voluntarily Modifies or Discontinues Certain Wonderbelly Antacids Claims
New York, NY – March 14, 2024 – Following a National Advertising Division challenge Ginger Health Company (Wonderbelly) voluntarily modified certain claims for its Wonderbelly Antacids and
National Advertising Division Finds Certain Claims for Biossance Skincare Products Supported; Recommends Amyris Clean Beauty Modify or Discontinue Others
New York, NY – March 7, 2024 – The National Advertising Division determined that Amyris Clean Beauty provided a reasonable basis for certain claims, but recommended that Amyris modify or discontinue others, such as the claim “Clean ingredients and clean formulas" and
In Reopened Case, National Advertising Division Recommends Dakota Nutrition Discontinue Certain Dietary Supplement Claims
New York, NY – March 6, 2024 – In a reopened case, the National Advertising Division recommended that Dakota Nutrition discontinue challenged express and implied claims that its Extra Strength Elderberry 3-in-1 Immune Booster Capsules, Extra Strength Elderberry Gummies, and Immune Defense 7-in-1 Immune Booster Capsules...
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.
Upcoming Events
ACI's 11th Annual Legal Regulatory and Compliance Forum on Cosmetics & Personal Care Products
Institute for Perception Novel Brand Development Tools in New Product Innovation
ABA Antitrust Section’s Spring Meeting
ABA Antitrust Section’s Spring Meeting
Policies & Procedures
Any company, consumer, or non-governmental organization, including trade associations and non-profit organizations, can file a challenge with NAD. We handle about 150 cases each year and our decisions represent the single largest body of advertising decisions in the United States. The NAD | NARB Policies and Procedures describe the details and parameters of NAD's challenge review process. When an advertiser declines to participate in the NAD process or decides not to comply with NAD’s decision, NAD will refer the matter to the Federal Trade Commission (FTC). The FTC will review the matter for possible enforcement action.
Contact Us