If the National Advertising Division finds an advertisement has not been properly substantiated, the NAD normally will:

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The NAD will typically ask the advertiser to modify the ad or discontinue using the ad if they find it has not been properly substantiated. This is done to ensure the ad is truthful and not misleading to consumers. In some cases, the NAD may issue a consent order if the advertiser agrees to modify or discontinue the ad voluntarily. A cease and desist order is a more severe remedy that would typically be issued by a regulatory agency like the FTC. Referring the case to the FTC for regulatory action may also be a possibility, but it is not the usual course of action for the NAD.

If the National Advertising Division Finds an Advertisement Has Not