ERIC Number: ED247590
Record Type: Non-Journal
Publication Date: 1984-Jul
Reference Count: N/A
The NAD/NARB System: Advertising Self-Regulation at Work.
Self-regulation, as defined by the National Advertising Division/National Advertising Review Board (NAD/NARB), is a process whereby the advertising industry regulates itself and turns to the federal government only if the system fails. The NAD/NARB system involves a two-step process: complaints are initially handled by the NAD and then are either adjudicated there or later appealed to the NARB. The NAD functions as the workhorse of the process, but handles only complaints involving truth and accuracy in national advertising. When the NARB is called upon to hear appeals, five-member panels are drawn from a 50-member pool. Although the system's prospects looked bright after its establishment in 1972, several legal scares rocked the system. Evaluation using 10 ground rules for evaluating international self-regulation of advertising and comments by critics and defenders indicate that the NAD/ NARB system has both succeeded and failed at its mission. The system is still functioning and has been able to handle its entire caseload, as yet without turning to the federal government. Diminishing public awareness and a lower caseload are thought by some observers, however, to suggest a bleak future for the system. (HTH)
Publication Type: Opinion Papers
Education Level: N/A
Authoring Institution: Freedom of Information Center, Columbia, MO.