Google Strengthens Ad Oversight with NAD Partnership

On February 25, 2025, BBB National Programs announced an official collaboration between the National Advertising Division (NAD) and Google, marking the NAD’s entry into Google’s Priority Flagger Program. The new relationship will allow the NAD to fast-track potential Google Ads policy violations in cases where advertisers fail to comply with NAD decisions or respond to NAD inquiries.

Google is, of course, one of the most influential advertising platforms in the United States. It’s estimated that rely on Google Ads for pay-per-click campaigns. With this partnership, the tech giant is taking a major step toward enhancing consumer trust and safety in advertising on its platform. Google now joins the Meta universe—including Facebook, Instagram and Threads—in providing the NAD with a direct connection to expedite the removal of false and misleading advertising from vast swaths of the internet marketplace.

Why It Matters

Ensuring compliance with NAD decisions can be challenging, particularly when dealing with aggressive advertisers and underhanded actors who minimally modify claims without abandoning the false and misleading substance. Even when the NAD issues a recommendation, enforcing ad removal can be difficult, as some advertisers resist compliance. The threat of an FTC referral, especially under the new administration, is not always enough to guarantee action.

By establishing dedicated channels with Google and Meta to swiftly remove false and misleading advertising from the digital marketplace, the NAD and challengers have added a powerful new tool in addition to regulatory referral to enforce advertising standards quickly and effectively. These partnerships will likely lead to faster compliance, a cleaner digital advertising landscape and a more trustworthy advertising environment online.