Self-Regulation: Leadership and Support

BBB NP 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 Digital Advertising Accountability Program (Accountability Program).

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.)

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 by the business community and administered by BBB National Programs, Inc. (BBB NP). It is through BBB NP National Partnership Program that individual companies become leaders in advancing self-regulation. The benefits of BBB NP National Partnership include participation in workshops and other meetings 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 a searchable Online Archive of all self-regulatory decisions
  • Electronic delivery of the NAD/CARU/NARB case reports, 10X each year, to an unlimited number of employees

BBB NP offers a suite of unique dispute-resolution programs 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.