NAD Offers Complex And Fast Tracks: Not All Advertising Claim Reviews Are Alike
Industry Self-Regulation Group Responds To Advertisers’ Suggestions
NAD will assign three attorneys at the beginning of each Complex Track review instead of one, director Laura Brett said in a recent interview. The industry self-regulation group also recently launched its Fast-Track program for more simple ad claim challenges that rarely have been made.
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The BBB National Program Inc. expects to double the number of National Advertising Division SWIFT reviews completed in 2023 compared with last year as stakeholders grow more comfortable with the process. At its annual conference in Philadelphia 19-20 September, NAD said it is speeding up the time it takes to complete both SWIFT and standard track reviews.
Greater awareness of Fast-Track SWIFT and improved understanding of cases appropriate for the process have nearly doubled the number of SWIFT cases evaluated by the National Advertising Division over the past 12 months, NAD attorney Daniel Range said at the NAD 2022 conference in Washington.
The BBB National Programs division was not afforded adequate information about how Prose garners and aggregates reviews from customers, leading the NAD to side with challenger Function, Inc. The NAD suggests that Prose’s review-and-revise process for improving customers’ personalized hair-care formulas should be disclosed as part of any future claim about star ratings.