National Advertising Review Board (NARB)

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National Advertising Review Board (NARB)

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National Advertising Review Board (NARB)

National Advertising Review Board (NARB)

The National Advertising Review Board (NARB), established in 1971, is the appellate body for the U.S. system of advertising industry self-regulation. Five-member NARB panels hear cases appealing a National Advertising Division or Children s Advertising Review Unit decision and provide independent industry peer review, ensuring truthfulness and accuracy in national advertising and helping promote voluntary compliance of its decisions--a key pillar of industry self-regulation.
Nominated by various leading organizations in the advertising industry, NARB members are selected for their stature and experience in their fields.

Meet the Panel Members
Meet the Chair & Vice-Chair

Case Decisions

Summaries of all case decisions can be found in the Case Decision Summary library.

See All Decisions

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Decision Summaries

5.21.26

NARB Case #7487-346: Niagen Bioscience, Inc.

5.20.26

NARB Case #7519-345: Intervet, Inc. (d/b/a Merck Animal Health)

3.09.26

NARB Case #7458-344: T-Mobile US, Inc.

1.22.26

NARB Case #7415-340 2C: T-Mobile US, Inc.

12.16.25

NARB Case #7422-342: Kendal Nutricare Limited

11.06.25

NARB Case #7501-343: AT&T Services, Inc.

8.11.25

NARB Case #7415-340: T-Mobile US, Inc.

View All

For the full text of decisions, subscribe to the Online Archive . Members of the press can request the full text of decision by emailing the request to [email protected] .

Guidelines & Procedures

Any advertiser or challenger has the right to appeal NAD’s decision to NARB. An advertiser has an automatic right of appeal. A challenger must request permission to appeal from the NARB chair and explain why it believes there is a substantial likelihood NARB would come to a different conclusion on a case than NAD.

NAD/NARB Procedures
CARU/NARB Procedures

Frequently Asked Questions (FAQs)

Read all NARB FAQs

Are there filing fees?

Yes. The fee for an advertiser to appeal a Standard Track case is $31,050 if the advertiser is a National Partner and $38,810 if the advertiser is not a National Partner. For Complex Track cases, the fee to appeal is $35,420 if the advertiser is a National Partner and $44,280 if the advertiser is not a National Partner. Challengers who seek to appeal an NAD decision must include a non-refundable review fee of $5,750 with their letter requesting permission to appeal, which will be credited toward the filing fee for the appeal if the application to appeal is granted. If the NARB Chair grants a challenger s request for an appeal in a Standard Track case, the challenger submits an additional $25,300 ($31,050 less $5,750 non-refundable review fee) if the challenger is a National Partner, and or $33,060 ($38,810 less $5,750 non-refundable review fee) if the challenger is not a National Partner. For Complex Track cases, the challenger submits an additional $29,670($35,420 less $5,750 non-refundable review fee) if the challenger is a National Partner, and $38,530 ($44,280 less $5,750 non-refundable review fee) if the challenger is not a National Partner.

For cross-appellants, the fees are as follows: (a) $31,050 if the cross-appellant is a National Partner for a Standard Track Appeal; (b) $38,810 if the cross-appellant is not a National Partner for a Standard Track appeal; (c) $35,420if the cross-appellant is a National Partner for a Complex Track Appeal; or (d) $44,280 if the cross-appellant is not a National Partner for a Complex Track Appeal.

Who are the members of the National Advertising Review Board (NARB)?

The NARB panel pool is made up of 93 professionals from three different professional backgrounds: (i) national advertisers, (ii) advertising agencies, and (iii) public members (academics and other members of the public sector). Each appeals panel typically consists of five members, usually three national advertisers, one agency representative, and one public sector representative; appeal panels in Fast-Track SWIFT cases consist of three members. The term for panel pool membership is two years, and each member is eligible to be re-appointed for two additional two-year terms. Meet the Panel Members .

Are there cross-appeals?

Yes, a challenger can cross-appeal any claims/issues not appealed by the advertiser by submitting a request to the NARB Chair within five business days of receipt of the final case decision. In the case of a challenger appeal, the advertiser can appeal additional claims/issues by submitting a request to the NARB Chair within five business days of receipt of the NARB Chair s decision to allow the challenger appeal.

When a cross-appeal is filed, the parties have two submissions each: the opening submission and their response to the opposing party s submission. The rules limit these to 15 pages each (for a total of 30 pages), but the parties may choose to apportion the pages differently, say 20 pages in the first submission and 10 pages in the second, so long as the total does not exceed 30 pages.

What is the process?

The appeal begins with the submission to NAD of the Advertiser s Statement indicating its intention to appeal. NAD submits the case record to NARB within five business days. When the digitized case record is sent out to all parties, the briefing schedule begins. Within ten business days of receipt of the case record, the advertiser submits its brief to NARB. The challenger submits its brief within ten business days of receipt of the advertiser s brief. The process will differ if there is a cross-appeal. Hearings take place virtually, during which parties deliver oral arguments and panel members question the parties. NAD is present to answer panelist questions. The panel deliberates and reaches a decision, which is then transmitted to NAD and the advertiser. Within five business days of receipt of the decision, the advertiser must submit a statement agreeing to the panel recommendations, or the file will be referred to an appropriate government agency.

Can a challenger appeal an NAD decision?

Yes, but the standard for a challenger appeal to be granted is that there must be a substantial likelihood that the NARB will reach a different result from the NAD. The NARB Chair makes that determination.

Can a CARU decision be appealed?

Yes. The CARU appeals process is found at Section 3.1-3.9 of the CARU Procedures.

Can a Fast-Track SWIFT decision be appealed?

Yes. See Section 7.1-7.9 of the NARB Policies and Procedures.

Can a Complex Track decision be appealed?

Yes. The process follows the same process as a Standard Track NAD case, found in Section 5.1-5.10 of the NARB Policies and Procedures.

Can an advertiser agree to comply but still appeal an NAD conclusion or a factual finding?

Yes. Section 5.1-A (2) refers to an appeal of all or a part of NAD s decision. Similarly, Section 5.2-A refers to an advertiser s appeal of one or more issues involved in the case. Section 5.2-C allows the challenger to cross-appeal any additional issues considered by NAD. Thus, appeals are not limited to NAD recommendations to discontinue or modify a claim but can include legal or factual issues addressed by NAD. Such appeals have rarely happened, however.

If a challenger appeals, and advertiser submitted confidential info, will the Chair review it?

Yes.

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1.06.26

BBB National Programs Announces 2026 National Advertising Review Board

7.10.25

The Enduring Appeal of "Made in USA" Claims

1.06.25

2025 NARB Panel Pool Members Announced

9.19.24

A Global Approach to Advertising Self-Regulation

3.14.24

Take Care of Your “Health-Lite” Claims

1.09.24

BBB National Programs Announces 2024 NARB Panel Pool Members

11.20.23

FTC Warns Influencers: Disclose Material Connections

4.20.23

Filling the Gaps in the Green Guides

2.22.23

Expanding SWIFT: What’s New for 2023

1.10.23

BBB National Programs Announces 2023 NARB Panel Pool Members

10.27.22

The FTC Spelled Out its Priorities at NAD 2022

8.30.22

FTC Commissioner Alvaro Bedoya to Keynote 2022 NAD Annual Conference

1.11.22

BBB National Programs Announces 2022 NARB Panel Pool Members

11.09.21

BBB National Programs National Advertising Division Launches Fast-Track SWIFT

1.06.26

BBB National Programs Announces 2026 National Advertising Review Board

1.06.25

2025 NARB Panel Pool Members Announced

1.09.24

BBB National Programs Announces 2024 NARB Panel Pool Members

1.10.23

BBB National Programs Announces 2023 NARB Panel Pool Members

8.30.22

FTC Commissioner Alvaro Bedoya to Keynote 2022 NAD Annual Conference

1.11.22

BBB National Programs Announces 2022 NARB Panel Pool Members

11.09.21

BBB National Programs National Advertising Division Launches Fast-Track SWIFT

View All

7.10.25

The Enduring Appeal of "Made in USA" Claims

9.19.24

A Global Approach to Advertising Self-Regulation

3.14.24

Take Care of Your “Health-Lite” Claims

11.20.23

FTC Warns Influencers: Disclose Material Connections

4.20.23

Filling the Gaps in the Green Guides

2.22.23

Expanding SWIFT: What’s New for 2023

10.27.22

The FTC Spelled Out its Priorities at NAD 2022

View All

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