BBB National Programs’ National Advertising Division Launches NAD Complex Track, a Custom Challenge Process for Complex Advertising Claims

The National Advertising Division (NAD) of BBB National Programs launched its NAD Complex Track advertising challenge process, a new customized option to support complex cases with greater transparency and more predictable scheduling. This launch comes just four months after the new expedited NAD Fast-Track SWIFT process launched in early April 2020.

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Complex challenges to truth and transparency issues that arising in advertising often require more time and resources to resolve. These cases may involve:

• Multiple expert reports explaining or rebutting evidence;
• Evidence that includes consumer perception surveys, scientific studies, or other technical studies that require additional time to analyze; or
• Challenges to numerous claims made for a variety of products.

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This new resource for businesses participating in the advertising industry’s system of self-regulation addresses the need for predictability in the length of time a complex case takes from start to finish. NAD Complex Track will reveal greater insight into NAD’s approach and perspective on evidence and arguments presented in a case before the record is closed. This new approach also provides businesses and attorneys who represent them with a streamlined, more efficient approach to reaching a reasonable and fair conclusion.

“Adding the NAD Complex Track process as a new case-choice option for companies reflects our dedication to streamlining the self-regulatory process,” said Laura Brett, Vice President, BBB National Programs’ National Advertising Division and leader of the company’s New York office. “Corporations respect and participate in advertising self-regulation because they understand that the U.S. economy is built on a fair and transparent product marketplace. A key part of our role as the investigative unit of that system is to continue to evolve our processes and remain responsive to the shifting needs of the advertising industry.”

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