NEW YORK, Feb. 25, 2025 -- Underscoring the effectiveness of its quick and efficient self-regulation of claims made in national advertising, nonprofit BBB National Programs today announced a collaboration between its National Advertising Division and Google for direct reporting of potential Google Ads policy violations.
Effective immediately, this collaboration enables BBB National Programs' National Advertising Division to share case outcomes involving advertising on Google directly via the Google Priority Flagger Program, which provides a dedicated intake channel for BBB National Programs to inform Google of potential Ads policy violations.
In announcing the collaboration, Eric D. Reicin, President and CEO, BBB National Programs, said, "This is an exciting step forward in our mission. Working with Google enhances the BBB National Programs National Advertising Division's commitment to industry self-regulation, benefiting both consumers and businesses."
The National Advertising Division has been monitoring and reviewing national advertising for truthfulness and accuracy since 1971, enforcing high standards and efficiently resolving disputes to build consumer trust and support fair competition. With multiple case choice options, the National Advertising Division can get a single-issue case from receipt to resolution in less than 20 business days through its expedited Fast-Track SWIFT process. For cases that require complex substantiation, the National Advertising Division's Complex Track process caters to the need for predictable scheduling and enhanced insights.
Through this collaboration, Google supports the advertising industry's system of self-regulation, where companies take meaningful steps from words to action.
Learn more about the National Advertising Division here.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
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