What is NARB?
NARB stands for the National Advertising Review Board. It is an independent, self-regulatory body which ensures that national advertising is truthful, accurate and not deceptive. NARB was established in 1971 by the Council of Better Business Bureaus (CBBB), a nonprofit organization that works to promote ethical business practices and consumer protection.
What does NARB do?
NARB’s mission is to protect consumers from misleading and deceptive advertising. It does this by providing a dispute resolution process for advertisers, advertising agencies and consumer groups. NARB reviews national advertising campaigns and provides recommendations for corrective action when necessary. It also provides educational materials to help advertisers and agencies understand the rules of advertising and how to create effective and ethical ads.
How does NARB work?
NARB’s process is designed to be fair and impartial. It begins with a complaint being filed by a consumer or advertising industry group. The complaint is reviewed and if it is found to be valid, NARB will investigate the issue. NARB’s investigations involve gathering evidence and testimonies from both sides of the issue. Once the investigation is complete, NARB will issue a ruling, which may include a recommendation for corrective action. Advertisers and agencies are expected to comply with the rulings and take the necessary steps to correct any issues.
Examples of NARB rulings
NARB has issued rulings on a variety of topics, including:
- Claims made in television and radio ads
- Print, direct mail, and online ads
- Environmental and health claims
- Competition between companies
- Comparative advertising
In some cases, NARB’s rulings may require changes to an advertisement, such as adding a disclaimer or limitation to a claim. In other cases, NARB may recommend that an advertisement be pulled from circulation altogether.
Conclusion
NARB is a valuable resource for protecting consumers from deceptive advertising. Its rulings are based on fairness and impartiality, and its recommendations are designed to help advertisers and agencies create ethical and effective ads. Links: