National Advertising Division of the Council of Better Business Bureaus

NAD's mission is to ensure the integrity of advertising by monitoring and reviewing national advertising for truthfulness and accuracy. The benefits that flow from the system extend to consumers, advertisers, competition and government alike.

Consumers: When advertising is truthful and accurate, consumers can rely on it and make purchasing decisions that best meet their needs and those of their families.

Advertisers: Consumer confidence in advertising, increases its power to drive purchasing decisions, and thereby the value of advertiser dollars spent on promotion and marketing.

Competition: By providing a cost effective forum in which competitors can obtain a prompt ruling on advertising challenges, self-regulation helps ensure a level playing field for honest competitors.

Government: By creating a forum in which advertisers can, independent of government, obtain a neutral review of claim substantiation for national advertising, government regulators can devote their limited resources those who engage in deliberate deception or pose a danger to the health and safety of consumers.