Advertising Self-Regulation

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

50+ Years of Advertising Self-Regulation

In 1971 the advertising industry established the U.S. mechanism of independent self-regulation that has stood the test of time and technological innovation.

Children’s Advertising Review Unit Turns 50

Celebrate 50 years of advancing responsible child-directed marketing & privacy.

DSSRC Wins ICAS "Best Initiative" Award

Direct Selling Self-Regulatory Council Announced Winner for “Best Sectoral Initiative” by International Council for Advertising Self-Regulation

$300B+

Companies invest more than $300 billion in advertising each year.

$50,120

Under the FTC’s Notice of Penalty Offenses, false advertising can cost companies up to $50,120 per violation.

7 in 10

In a 2024 Ipsos survey, 7 in 10 US adults agreed they tend to buy brands that reflect their personal values.

Our Work

Investment in advertising is at an all-time high – and so is the cost for misleading consumers with false advertising claims. Brands can hold each other accountable through advertising self-regulation.

National Advertising Accountability

Since the creation of the National Advertising Division (NAD) in 1971, the advertising industry has supported high standards for truth and transparency through a comprehensive system of independent industry self-regulation programs.

Direct Selling Advertising Accountability

We proactively monitor the marketplace and enforce program standards to promote truth and transparency in the growing direct-selling industry, including on social media platforms.

Children’s Food and Beverage Advertising

In advertising primarily directed to children under 13, companies pledge to either not advertise foods or beverages to children at all or advertise only products that meet our strict Uniform Nutrition Criteria. Participants also do not advertise in elementary or middle schools.

Children’s Advertising Accountability

Advertisers have special responsibilities toward children. We provide monitoring, guidance, and advertising pre-screening services to protect children from harmful advertising.

AdTech & Advertising Privacy

To build trust in the marketplace, consumers need to have transparency and choice about the collection and use of their data for interest-based ads. We monitor how companies inform consumers about their collection and use of data about individuals’ web-surfing and app usage behavior, resolve consumer complaints, and enforce the DAA’s Principles.

Case Decisions

BBB National Programs’ case decisions contain real-world guidance on important advertising issues that attorneys can leverage for their clients and marketing professionals can follow to avoid advertising substantiation problems.

Ad Law Guidance

The Online Archive

Gain access to a library of full legal case decisions from BBB National Programs in the Online Archive, a unique and valuable resource that provides decades of insightful guidance and in-depth knowledge on important advertising issues.

National Partners in Advertising

The advertising industry has been working together for more than 50 years to enhance consumer trust in the marketplace and level the playing field for business. Our National Partners help grow and evolve the programs that make this possible.

Ad Law Education

Advertising’s purpose is to convince consumers to buy the advertiser’s product or service. While advertising is often creative and fun, it can also sometimes cross the line into false advertising that misleads consumers and distorts fair competition. So, what are the rules?

Media & Resources

Our team of advertising substantiation specialists brings timely educational resources and advertising law insights to the public through blogs, events, podcasts, newsletters, and more.