The National Advertising Review Council was formed in 1971 as alliance by the Association of National Advertisers, the American Association of Advertising Agencies, the American Advertising Federation and the Council of Better Business Bureaus. The Council seeks to ensure that adverting is factual and accurate through a compliance system that includes recommendations for corrective actions and an internal appeals process. The Direct Marketing Association, Electronic Retailing Association and Interactive Advertising Bureau joined the Council in 2008.
The Council seeks to ensure that advertising is factual and accurate through a compliance system that includes recommendations for corrective actions and an internal appeals process.
The Council also sets policies for the National Advertising Division (NAD) of the Council of Better Business Bureaus and the Children’s Advertising Review Union (CARU). The bodies look into specific complaints regarding possibly inaccurate product claims, and more general questions about whether certain advertising is appropriate, particularly for children. The Council is overseeing an initiative on electronic advertising, and a set of principles for online behavioral advertising.