Fostering public confidence in truthful advertising was the primary concern that led to the formation of the organizations that today are called Better Business Bureaus. Although Bureaus are now engaged in a broad spectrum of activities designed to protect and inform the consumer and resolve marketplace disputes, the monitoring of advertising remains a key part of the BBB's overall mission.

Local Advertising Review Programs

BBB advertising guidelines are based on broad principles of truth and accuracy and provide a guide for companies to use when questions arise. We regularly monitor advertising for adherence to these principles, as well as compliance with local, state and federal regulations relating to advertising. When possibly questionable advertising is noted, the advertiser is contacted and requested to substantiate the claims that are being made, and to voluntarily comply with the guidelines.

We also provide appeals panels to assist the advertiser and the Bureau in resolving disputes through a joint program with the American Advertising Federation.

Untruthful or misleading advertising is harmful to consumers and to other advertisers as well. While the BBB is not an enforcement arm, it does seek to level the playing field for all advertisers through voluntary cooperation and self-regulation. Most advertisers recognize the value of truthful and non-deceptive advertising, resulting in a high level of cooperation with the BBB efforts.

The Better Business Bureau Consumer Complaint Form can be used to alert us to an untruthful or misleading advertisement in a local market.

National Advertising Review Programs

National Advertising Division

The Council of Better Business Bureau administers what is widely recognized as one of the world's finest examples of business self-regulation. Working in concert with the National Advertising Review Board, the Council's National Advertising Division investigates questions of truth and accuracy in national commercial advertising, following its published procedures.

Children's Advertising Review Unit (CARU)

The Children's Advertising Review Unit reviews advertising directed at children under the age of 12. When advertising is found to be misleading, inaccurate, or inconsistent with CARU's Self-Regulatory Guidelines for Children's Advertising, CARU seeks change through the voluntary cooperation of advertisers.