Compliance & regulatory
NAD (US BBB self-regulator)
National Advertising Division — BBB's self-regulator for US advertising.
NAD (National Advertising Division of BBB National Programs) is the US self-regulator for advertising substantiation. Hears competitor and consumer challenges to ad claims, issues recommended modifications. NAD decisions are widely-read by FTC and frequently presage federal-level action. Ranges of cases: comparative-claim disputes (where competitor A challenges B's '#1' claim), substantiation challenges to performance claims, online-influencer-disclosure cases.
Example
Joint-supplement competitor challenges 'fastest pain relief' claim at NAD in 2025; NAD recommends modification; the advertiser changes to '8-week clinical trial showed measurable joint comfort improvement,' avoiding both the NAD finding and a follow-on FTC referral.