The National Advertising Division of the Council of Better Business Bureaus, the CBBB’s Children’s Advertising Review Unit and the Electronic Retailing Self-Regulation Program posted strong year-end case-handling numbers for 2010.
“This was an excellent year for the self-regulatory system, both in terms of the number and quality of cases,” said C. Lee Peeler, CBBB Executive Vice-President, National Advertising. “The system is successful in large part because national advertisers are committed participants in self-regulation.”
NAD handled 145 cases, including 85 cases in which one advertiser challenged another’s advertising claims. NAD handled more than 30 cases involving household goods, food and beverages, infant products and pet-care products and nearly 30 dietary-supplements cases.
The National Advertising Review Board, the appellate unit of the self-regulatory system, handled 15 appeals in 2010.
CARU handled 65 cases, including the review of 14 Websites to assure their privacy practices were compliant with CARU’s guidelines and with federal law.
ERSP handled 39 cases of direct-response advertising in 2010, including cases where the advertising at issue was published on Twitter feeds or through other new media outlets.
The self-regulatory system saw an increase in media coverage, due in part to the October roll-out of the Online Behavioral Advertising Self-Regulation Privacy Program and the FTC’s April launch of an advertising literacy program. Mr. Peeler, was widely quoted throughout the year as media outlets sought to explain the nuances of behavioral advertising and covered the launch of the FTC’s “Ad Mongo” program.
In addition, media coverage was driven by case work at NAD, CARU, ERSP and NARB. Self-regulation received good play in the New York Times and Wall Street Journal, and through stories filed by Associated Press reporters. ERSP Director Peter Marinello was featured on the cover of the August 2010 edition of “Electronic Retailer” magazine.