BBB National Programs is the home of independent industry self-regulation in the United States, bringing businesses together to strengthen consumer trust and encourage responsible marketplace practices. With more than 50 years of experience and roots in the National Advertising Division, founded in 1971, the organization now operates more than 20 self-regulation and dispute resolution programs. Its work promotes truthful advertising, privacy accountability, transparency, and fair competition while giving consumers ways to be heard.

Programs and services span advertising review, children’s advertising and online safety, data privacy frameworks and certifications, and accountability for digital advertising and direct selling. BBB National Programs also offers mediation and arbitration for consumer disputes, including vehicle warranty and lemon law matters, class action cases, and certain manufacturer service programs. Through initiatives addressing emerging issues such as artificial intelligence, digital health, and responsible influence, it supports evolving industry practices. Businesses can participate through national partnerships and industry-led standards, while consumers can access complaint and dispute resolution pathways.