Our Impact

Keeping Advertising Honest

Promoting truthful, transparent, responsible advertising through self-regulation, monitoring, and enforcement.

Achieving Privacy Accountability

Advancing privacy best practices and operating independent, third-party accountability programs to help businesses and consumers navigate the digital marketplace.

Protecting Children & Teens Online

Protecting children from deceptive or inappropriate advertising and ensuring that, in an online environment, children’s data is collected and handled responsibly.

Resolving Consumer Disputes

Success in neutral impartial mediation and arbitration for nearly 40 years, including BBB AUTO LINE, class action arbitration, and custom programs.

Emerging Issues & Programs

BBB National Programs is continuously working on new programs and initiatives to support the evolving business landscape.

Explore BBB National Programs

Our independent industry self-regulation, accountability, and dispute resolution programs have a long track record of success, beginning with the founding of our National Advertising Division in 1971. Today, we operate nearly 20 self-regulation and dispute resolution programs.

Children's Advertising Review Unit (CARU)

Cross-Border Privacy Rules (CBPR)

Children's Food & Beverage Advertising Initiative (CFBAI)

Digital Advertising Accountability Program (DAAP)

Data Privacy Framework (DPF) Services

Digital Health Privacy Program (DHPP)

Direct Selling Self-Regulatory Council (DSSRC)

Ford Extended Service Arbitration

National Advertising Division (NAD)

National Advertising Review Board (NARB)

Volkswagen Car-Net & Audi Connect

Media & Resources

Our National Partners

  • 4A's
  • The ADT Corporation
  • AlEn USA, LLC
  • Alticor
  • American Advertising Federation (AAF)
  • American Optometric Association
  • Arbonne International, LLC
  • Arent Fox LLP
  • Arnold & Porter Kaye Scholer LLP
  • Association of National Advertisers (ANA)
  • BakerHostetler
  • Bayer Healthcare, LLC
  • The Bazooka Companies, Inc.
  • BIC Corporation
  • BISSELL
  • The Boston Beer Company
  • Burger King Corporation
  • Campbell Soup Company
  • Capital One
  • Church & Dwight Co, Inc.
  • The Clorox Company
  • The Coca-Cola Company
  • Colgate-Palmolive Company
  • Conagra Brands, Inc.
  • Coty, Inc.
  • Council for Responsible Nutrition (CRN)
  • Covington & Burlington LLP
  • Creative Consumer Concepts (C3)
  • Crowell & Moring LLP
  • Danone North America, PBC
  • Davis & Gilbert LLP
  • Davis Wright Tremaine LLP
  • Direct Selling Association (DSA)
  • DLA Piper LLP
  • Dyson, Inc.
  • Expedia, Inc.
  • Faegre Drinker Biddle & Reath LLP
  • Ferrara Candy Company
  • Ferrero USA, Inc.
  • Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
  • Foley & Lardner LLP
  • Foley Hoag, LLP
  • Ford Motor Company
  • Frankfurt, Kurnit, Klein & Selz PC
  • GameFam
  • General Mills, Inc.
  • Georgia-Pacific LLC
  • Google, Inc.
  • Haleon
  • Hasbro, Inc.
  • Haynes and Boone, LLP
  • Henkel North America
  • The Hershey Company
  • Hormel Foods Corporation
  • Hostess Brands, LLC
  • Hyundai Motor America
  • Inspire Brands
  • Interactive Advertising Bureau (IAB)
  • JP Morgan Chase Credit Card
  • Kao USA Inc.
  • Katten Muchin Rosenman LLP
  • Kellanova
  • Keller and Heckman LLP
  • Kelley Drye & Warren LLP
  • Keurig Dr. Pepper, Inc.
  • Kilpatrick Townsend & Stockton LLP
  • Kimberly-Clark Corporation
  • Kirkland & Ellis LLP
  • The Kraft Heinz Company
  • Kramer Levin Naftalis & Frankel LLP
  • LEGO Systems, Inc.
  • Lindt & Sprungli USA, Inc.
  • Livewire Group
  • Loeb & Loeb, LLP
  • L'Oréal USA, Inc.
  • Lucid Group, Inc.
  • Manatt, Phelps & Phillips, LLP
  • Market America Worldwide
  • Mars, Inc.
  • MATTEL, Inc.
  • Mazda North American Operations
  • McDermott Will & Emory, LLP
  • McDonald's USA
  • McGuireWoods LLP
  • Melaleuca, Inc.
  • Meta
  • Mondelez International, LLC
  • Munck Wilson Mandala LLC
  • National Basketball Association (NBA)
  • National Confectioners Association (NCA)
  • Naver Z USA
  • Nestle USA, Inc.
  • Nissan North America, Inc.
  • Nu Skin Enterprises, Inc.
  • Olshan Frome Wolosky LLP
  • Oral Essentials, Inc.
  • Osano, Inc.
  • Overstock.com
  • Paramount
  • Patterson Belknap Webb & Tyler LLP
  • PepsiCo, Inc.
  • Perkins Coie LLP
  • Plexus Worldwide
  • Pokémon Company International
  • Post Consumer Brands, LLC
  • The Procter & Gamble Company
  • Proskauer Rose LLP
  • Purdy Smith
  • Reckitt Benckiser LLC
  • S.C. Johnson & Son, Inc.
  • SafeGuard Privacy, Inc.
  • Sharkninja Operating LLC
  • Simpson Thatcher & Bartlett LLP
  • Spin Master, Ltd.
  • SuperAwesome, Inc.
  • Tempur Sealy International, Inc.
  • T-Mobile USA, Inc.
  • Unilever United States, Inc.
  • Venable LLP
  • Verizon Communications, Inc.
  • The Walt Disney Company
  • Warner Bros. Discovery Inc.
  • White & Case LLP
  • Wilson Sonsini Goodrich & Rosati

CEO Spotlight

Thought leadership on pressing topics and emerging issues from BBB National Programs President & CEO Eric D. Reicin.  


The Case for Teaching Industry Self-Regulation in Law, Business, and Public Policy Schools

Law schools, business schools and public policy programs have a unique opportunity to shape the future of corporate behavior by teaching students the importance of soft law and independent industry self-regulation.

Upcoming Events

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2025 National Advertising Division Annual Conference

09/16/2025
Washington D.C.
The National Advertising Division (NAD) annual conference, NAD 2025 will convene advertising and legal professionals, academic and industry experts, government officials, and businesses of all sizes to examine and navigate the dynamic advertising landscape, best practices and trends, and perspectives on what’s coming next.