Advertising Self-Regulation

While the FTC and FDA provide federal regulation for the safety of consumers, there are several groups that offer self-regulation of advertising.

Self-regulation offers a complement to the federal standards enacted by the government. The Advertising Self-Regulatory Council (ASRC) is the main body that establishes the policies for advertising self-regulation.

• According to the ASRC, the organization establishes the policies and procedures for advertising industry self-regulation, including the National Advertising Division (NAD), Children’s Advertising Review Unit (CARU), National Advertising Review Board (NARB), Electronic Retailing Self-RegulationProgram (ERSP) and Online Interest-Based Advertising Accountability Program (Accountability Program.) The self-regulatory system is administered by the Council of Better Business Bureaus (ASRC, 2012, para. 1).

The ASRC was previously the National Advertising Review Council (NARC) but was rebranded as the ASRC in 2012.

The National Advertising Division (NAD) holds advertisers responsible for their claims by reviewing cases involving truth in advertising one brought forth by competitors, consumer groups, or even individual consumers.

• For example, when Gorilla Glue said its glue was the “toughest glue on planet Earth,” the NAD ruled that this claim had to be proven.
• Another case involved the claim that MacBooks were the “greenest family of notebooks.” Dell Computers challenged this and the NAD ruled that the claim could not be confirmed (Slutsky, 2011)

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