About BBB National Programs

BBB National Programs is an independent, nonprofit organization with a shared history, but not affiliated with, the International Association of Better Business Bureaus.

In 2019, the Council of Better Business Bureaus (CBBB) restructured and created two independent non-profit organizations: the International Association of Better Business Bureaus (IABBB) and BBB National Programs. The IABBB is the national HQ for all Better Business Bureaus (BBB) across the country. Our organization, BBB National Programs, is home to the independent, industry self-regulation programs that were a part of CBBB since the 70’s.

The two organizations share a history, but are no longer affiliated with one another. And though BBB is a part of our organization name, it is inaccurate to write "Better Business Bureau National Programs" or to indicate that any BBB National Programs is affiliated with the BBBs or with the IABBB.

Industry self-regulation is driven by the adoption of agreed-upon standards developed with an independent third party and backed by accountability mechanisms. In other words, guidelines with teeth.

Through industry self-regulation, businesses can come together to develop an appropriate road map for industry, one that is attuned to market realities and reflects the accumulated judgment and experience of industry players representing a broad cross-section of industry views.

Industry self-regulation is also known as "soft law," which occupies the broad space adjacent to corporate compliance programs in which organizations follow their own rules and guidelines informed by law. “Hard law,” in contrast, is what is usually referred to as “statutes and regulations,” which are based on the actions of federal and state law-making bodies, administered by government agencies and subject to judicial review.

Well-constructed industry self-regulation consists of key attributes:

• The ability to tailor work done in other industries to a new business category. Government regulation tends to paint with a broader brush.
• The opportunity to achieve compliance at levels equal to or greater than government. The threat of referral to the government for noncompliance also is an effective mechanism.
• A transparent and objective process for rule-setting and accountability mechanisms. This allows the consumer to judge the system’s integrity, increasing public confidence in the process.

BBB National Programs National Partners share a common goal of influencing the future of regulation in their industries and demonstrate to stakeholders their commitment to accountable, industry-led standards and dispute resolution programs that protect consumers and keep the playing field level for business.

The benefits of being a BBB National Programs National Partner include:

• Shaping the future of industry self-regulation through program committees and working groups.
• Networking and thought leadership opportunities with more than 120 global corporations, law firms, associations, and trade groups committed to advancing marketplace trust and influencing industry behavior.
• Opportunity to participate in children’s advertising and privacy programs.
• Access to advertising and privacy self-regulation programs and experts to enhance consumer trust in the marketplace.
• Customized navigation of privacy issues and compliance guidelines.
• Discounts to BBB National Programs conferences and resources, including the widely respected and cited cases of the National Advertising Division available through the Online Archives.
• Discounts on National Advertising Division case filings.

Established in 1971
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.

Learn more at NAD50th.org.

Established in 1974
For the last 50 years, companies marketing to children have held each other to a higher standard. In response to a credible threat to advertising to children, in 1974 the Children’s Advertising Review Unit (CARU) was established as the U.S. mechanism of independent self-regulation for protecting children under age 13 from deceptive or inappropriate advertising. 

Learn more at CARU50th.org.

Established in 1982
In the early 1980s, the U.S. automotive market was transitioning and the country’s first “ lemon law” was put in place creating a need for a streamlined dispute resolution process that would resolve consumer complaints without costly and time-consuming litigation.  

General Motors (GM) organized a grassroots effort among auto manufacturers (including Volkswagen, Porsche, Audi, and Nissan) to develop and implement an out-of-court program for their customers to use conciliation, facilitated negotiation, and arbitration to help resolve vehicle warranty disputes. The program, BBB AUTO LINE, expanded nationwide in 1982.

Learn more about BBB AUTO LINE.