Promoting Honest Advertising
Better Business Bureau Advertising Review Programs
Fostering public confidence in truthful advertising was the primary
concern that led to the formation of the organizations that today are called
Better Business Bureaus. Although Bureaus are now engaged in a broad spectrum
of activities designed to protect and inform the consumer and resolve marketplace
disputes, the monitoring of advertising remains a key part of the BBB's
overall mission.
Local Advertising Review Programs
BBB advertising guidelines are based
on broad principles of truth and accuracy and provides a guide for companies
to use when questions arise. Better Business Bureaus regularly monitor
advertising for adherence to these principles, as well as compliance with
local, state and federal regulations relating to advertising. When possibly
questionable advertising is noted, the advertiser is contacted and requested
to substantiate the claims that are being made, and to voluntarily comply
with the guidelines.
Many Bureaus also provide appeals panels to assist the advertiser and
the Bureau in resolving disputes through a joint program with the American
Advertising Federation.
Untruthful or misleading advertising is harmful to consumers and to
other advertisers as well. While the BBB is not an enforcement arm, it
does seek to level the playing field for all advertisers through voluntary
cooperation and self-regulation. Most advertisers recognize the value of
truthful and non deceptive advertising, resulting in a high level of cooperation
with the BBB efforts.
The Better Business Bureau Consumer
Complaint Form can be used to alert a BBB to a untruthful or misleading
advertisement in a local market.
National Advertising Review Programs
National Advertising Division
The CBBB administers what is widely recognized as one of the world's finest
examples of business self-regulation. Working in concert with the National
Advertising Review Board, the Council's National Advertising Division
investigates questions of truth and accuracy in national commercial advertising,
following its published NAD, CARU, & NARB Procedures.
NAD information available online includes:
Children's Advertising Review Unit (CARU)
The Children's Advertising Review Unit
reviews advertising directed at children under the age of 12. When
advertising is found to be misleading, inaccurate, or inconsistent with
CARU's Self-Regulatory Guidelines for Children's
Advertising, CARU seeks change through the voluntary cooperation of
advertisers.
Other CARU information:
CARU Press Releases
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