Spacings

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, a type of “soft law,” encourages industry efforts to generate voluntary creative and workable solutions to a shared problem. Built on a strong corporate governance foundation with a keen cognizance of the law, industry self-regulation occupies a middle ground between corporate compliance programs and the “hard law” of government legislation or regulation.

The public’s ability to trust products and services blossoms in this middle ground, the soft law ecosystem of best practices, standards, and certifications. Industry self-regulation systems take root there, improving our lives without being codified into binding law.

• Industry self-regulation has been helping solve emerging challenges across industries in the U.S. for more than 50 years. 
• Businesses within an industry work together with a third-party accountability agent, like us, to create new industry standards where gaps exist without having to wait for new regulations or legislation. 
• There are many different models for industry self-regulation, often including components such as industry-wide agreement on standards, independent accountability, active monitoring of the marketplace, and an enforcement mechanism so action can be taken when necessary. 
• For decades industries have proven that they can self-regulate faster than federal, or state policy can be written. And because industry self-regulation standards are informed by businesses in the industry, the result is a more realistic and actionable path forward. 

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.

No, the National Advertising Division is a unit of the independent, non-profit organization, BBB National Programs. BBB National Programs is not a government entity, nor is it affiliated with a government agency.

The term “national advertising” includes any paid commercial message, in any medium (including product labeling), if it has the purpose of inducing a sale or other commercial transaction or persuading an audience of the value or usefulness of a company, product, or service; if it is disseminated nationally or to a substantial portion of the United States, or is test market advertising prepared for national campaigns, and if the content is controlled by the advertiser. This includes claims made on a company’s website or any website that is promoting a company’s product for sale.

Participation in the self-regulatory process is voluntary. However, pursuant to the NAD/NARB Procedures, if an advertiser refuses to participate or refuses to comply with NAD’s recommendations, NAD will refer the matter to the appropriate regulatory agency, which is typically the Federal Trade Commission (FTC). A press release will be issued to this effect. NAD referrals receive priority treatment from the FTC so an advertiser can expect a call from an FTC attorney who is assigned to the referral. Advertisers who initially refuse to participate often return to NAD, and those who refused to comply with NAD’s recommendations often end up modifying their advertising. NAD may also report misleading advertising to the platform on which it was found, including Facebook, for review as to whether the challenged claims comply with platform advertising policies.