Self-Regulation: Leadership and Support

The Advertising Self-Regulatory Council  establishes the policies and procedures for the National Advertising Division (NAD), the Children’s Advertising Review Unit (CARU), the National Advertising Review Board (NARB),  the Electronic Retailing Self-Regulation Program (ERSP) and the Online Interest-Based Accountability Program (Accountability Program.)

The ASRC Board of Directors is composed of representatives of the American Advertising Federation, Inc. (AAF), American Association of Advertising Agencies, Inc., (AAAA), the Association of National Advertisers, Inc. (ANA), Council of Better Business Bureaus, Inc. (CBBB), Direct Marketing Association (DMA), Electronic Retailing Association (ERA) and Interactive Advertising Bureau (IAB).  Its purpose is to foster truth and accuracy in national advertising and adherence to industry standards through voluntary self-regulation.

NAD, CARU and ERSP are the investigative arms of the advertising industry’s voluntary self-regulation program.  These units monitor advertising claims made in traditional and new media and accept cases filed by competing advertisers. NARB, the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate NAD/CARU cases that are not resolved at the NAD/CARU level. The Accountability Program is supported by the Digital Advertising Alliance.

Advertising industry self-regulation is funded entirely by the business community and administered by the Council of Better Business Bureaus.  It is through CBBB National Partnership that individual advertisers become leaders in advancing self-regulation.

The benefits of CBBB National Partnership include participation in a Leadership Council that will help guide the expansion of self-regulatory programs.

In addition, National Partners receive:

  • A significant discount on challenges filed before the National Advertising Division.
  • A discount on access to the ASRC Online Archive
  • Electronic delivery of the NAD/CARU/NARB case reports, 10X each year, to an unlimited number of employees
  • NAD/CARU/NARB case reports, 10X per year, a $3,500 value available only to CBBB National Partners and CARU Supporters

The CBBB offers a suite of unique dispute-resolution programs, charity evaluations and the BBB EU Safe Harbor program. National Partners receive The National Agenda, a monthly newsletter that provides information on self-regulatory and strategic initiatives. Further, National Partners are invited to take advantage of CBBB training on sensitive issues, including complaint handling and telephone conciliation.