Champions for Truth in Advertising
The National Advertising Division Celebrates 50 Years
Part of BBB National Programs since 2019, the National Advertising Division (NAD) was established in 1971 in response to growing American consumerism and Government pressure to regulate the advertising industry. Preferring self-regulation to Government oversight, advertising industry leaders adapted the British model for self regulation forming a two tiered system that included NAD and the National Advertising Review Board (NARB). NAD would hear cases on advertising disputes and NARB would mediate any appeals. Both consumers and consumer advocacy groups were quick to test the newly established system. Advertisers themselves soon followed with their own challenges of competitor advertising. The first NARB case recommending advertising be discontinued in response to a competitor challenge found that “Kal Kan dog food advertising ‘permeated with false disparagement and unsubstantiated claims’ directed at a competitor, Alpo.”
Today, NAD continues to carry the torch for Truth-in-Advertising. As the advertising landscape has evolved over the last 50 years, NAD has continued to adapt to new products, new industries and new advertising media. “NAD is stronger than ever. We have a long track record of effectively resolving advertising disputes and serving the consumer interest,” says Laura Brett, Vice President of NAD, and New York Office Lead for BBB National Programs, “I’m proud to serve our mission.” Laura shares her thoughts on some current industry trends as well as how NAD is adapting to an ever changing marketplace.
Tell me about the National Advertising Division. What is your mission?
The National Advertising Division, NAD for short, is actually celebrating its 50th anniversary this year. NAD was established in 1971 by organizations representing the advertising industry, charged with independent responsibility for monitoring and reviewing national advertising for truthfulness and accuracy.
