ABSTRACT
The National Advertising Division (NAD) is a subunit of the Better Business Bureau. Complaints about advertising are referred to the NAD for review. The role of the NAD is to determine if an advertisement is false, misleading, or in some other way unethical. Members of the NAD will collect and evaluate information concerning any complaint about a company’s advertisements. A primary responsibility of the NAD is to determine if an advertising claim can be substantiated. If it is not, the NAD negotiates with the business to modify or discontinue the advertisement. If the firm’s advertising claim is substantiated, then the complaint is dismissed. Both individuals and companies can file complaints about unfair ads with the NAD. (See Better Business Bureau for additional information.)
