NAD SWIFT Cases Get Swifter, More Frequent As Stakeholders Embrace Fast-Track Process
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.
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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.
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.
Dr. Squatch was able to substantiate that it uses “no harmful ingredients” as well as certain claims about avoiding a “Sh*t list” of ingredients, but agreed to modify other claims the National Advertising Division deemed falsely disparage competitor products, such as Unilever’s Dove personal-care brand.