NATIONAL PARTNER PROGRAM

Building a More

MARKETPLACETRUSTED

Since 1912, the Better Business Bureau has been on the

forefront of positive marketplace change by partnering

with leading companies committed to the best practices

of business ethics, marketplace excellence, and effective

industry self-regulation. As a mission-driven nonprofit

organization, the 113 BBBs across the U.S., Canada

and Mexico work with consumers, businesses, and the

government to advance marketplace trust.

In 1971, the Council of Better Business Bureaus was

established to support the network of local BBBs and to

create, guide, and administer self-regulation programs.

That same year, the Council established the National Partner

Program to provide multi-national companies with a platform

to effectively engage with consumers, government agencies,

and industry peers on a national scale. Since that time,

the program has evolved to include more resources,

events, and self-regulation programs addressing

important business issues including:

PARTNERSin Building a More Trusted Marketplace

BBB does not engage in lobbying on behalf of companies, organizations, or industries as part of the National Partner program.

What is self-regulation? Why is it important?

When business practices run the risk of harming or exploiting

consumers, government agencies often step in and establish

regulations to guide the actions of all companies operating in a

given industry.

Some industries take a more proactive approach and establish

standards and codes of conduct to protect consumers and

reduce the need for government intervention. This gives

organizations with first-hand experience and knowledge of

the challenges and opportunities facing the industry a chance

to develop and implement more efficient regulations. Self-

regulation is an effective and efficient mechanism to develop

standards and practices that minimize the costs and potential

negative impact of regulations and create a better marketplace

for consumers.

› Advertising truth and accuracy

› Online privacy and data protection

› Child-directed advertising

› Child-directed food and beverage advertising

› Online behavioral advertising regulation

› Direct response advertising

› Industry-specific consumer dispute resolution

National Partner Program members represent

a select group of leading organizations from

the corporate world, the legal industry, and

industry associations. Organizations that are

approved for membership by the Council of

Better Business Bureau’s Board of Directors

have access to a variety of exclusive BBB

programs, benefits, and an elite

network of executives and

thought leaders.

BENEFITSof Being a National Partner Leadership

and Networking

Community Engagement

Best Practices and Quality Assurance

Data Access and Integration

Preferred Pricing and Extended Access

Resources and Thought Leadership

Brand Association

Industry Initiatives

NATIONAL PARTNER PROGRAM

Leadership and Networking

National Partners have the opportunity to shape the strategy

and self-regulation priorities of the Council of Better Business

Bureaus through the Council’s Board of Directors. All National

Partners can nominate a representative to run for a seat on the

Board of Directors. Those selected to serve on the Board work

with peers from some of the most well-known and respected

organizations in the world to provide leadership and establish

strategies, goals and policies for the Council and the greater BBB

system to accomplish our shared mission.

Brand Association

For more than 100 years, BBB has been one of the most

recognized and trusted brands in North America. By becoming

a National Partner, your organization is supporting the Better

Business Bureau’s mission to advance marketplace trust and

promote ethical business practices. Aligning with our brand

and mission and meeting our standards extends the BBB “halo

of trust” to your brand, industry initiatives, and corporate social

responsibility programs.

Community Engagement

The Better Business Bureau serves consumers and businesses in

Gary Huggins,

CEO of DSEF, Direct

Selling Education Foundation

The Direct Selling Education Foundation’s (DSEF)

partnership with the Council of Better Business Bureaus is

a natural extension of the DSEF’s work to promote business

ethics and consumer protection. We have collaborated on

programs, tools and events that demonstrate our shared

commitment to advancing a trustworthy marketplace for all.

more than 150 different communities throughout

North America. As a National Partner, you

can work with the Council on programs and

initiatives that leverage BBB’s national reach

and local connections and influence. Through

a separate accreditation process with your

local BBB, your organization can elevate its

profile with the consumers and businesses

in your community and strengthen your

reputation as a champion of ethical business

practices and a more trusted marketplace

for everyone.

Industry Initiatives

National Partners can work with the

Council of Better Business Bureaus to launch

marketing and public education initiatives to

raise awareness and educate consumers on topics

and issues that are important to them and your

organization. Whether you want to syndicate thought leadership

content or issue joint press releases, BBB has broad reach and

strong influence across many different audience segments,

industries, and sectors.

Resources and Thought Leadership

Throughout the year, the Council of Better Business Bureaus

hosts educational webinars and seminars on topics our National

Partners have identified as critical to their businesses and

industries. In addition to connecting with industry experts and

thought leaders at conferences on leading business practices

and industry self-regulation, National Partners have the ability

to schedule one-on-one consultations with globally recognized

authorities from the Council on topics like privacy, behavioral

advertising, fraud prevention, ethics, and conflict resolution.

Preferred Pricing and Extended Access

National Partners are invited to attend exclusive networking

events and seminars and are eligible for discounts on

registration fees for annual conferences hosted by the Council

of Better Business Bureaus, National Advertising Division

(NAD), and Children’s Advertising Review Unit (CARU). National

Partners also receive significant discounts on Advertising

Self-Regulatory Council (ASRC) Online Archive subscriptions,

which provide exclusive access to more than 6,000 advertising

challenge decisions authored by the attorney staff at NAD,

CARU, and the Electronic Retailing Self-Regulation Program

(ERSP).

Data Access and Integration

With 113 local BBBs across the U.S., Canada, and Mexico, the BBB

is able to collect locally vetted information on more than 5 million

businesses in North America. National Partners are eligible to

access this data through a separate BBB API partnership, which

enables you to extend BBB data into any mobile application,

website, or platform using our application programming

interface (API). Whether it is embedded within directory listings

or powering real-time dashboards to monitor the quality and

80% of consumers familiar with BBB agree it is trustworthy.

performance

of distributor

networks, data from

the BBB system can

enhance the way you run

your business.

Best Practices and Quality

Assurance

National Partners have access to

resources and experts from the Council of

Better Business Bureaus and our network

of corporate, government, and academic

thought leaders. From insights into interest-

based advertising best practices to the latest

developments in data protection and security,

National Partners are informed and at the

forefront of privacy, security and other vital

business topics.

Legal

Access exclusive advertising law resources and programs

from the Advertising Self-Regulatory Council (ASRC),

including: advertising review and dispute resolution services

through the National Advertising Division (NAD), advertising

industry self-regulation programs including the Children’s

Advertising Review Unit (CARU), the Children’s Food and

Beverage Advertising Initiative (CFBAI), the Electronic

Retailing Self-Regulation Program (ERSP), and the Online

Interest-Based Advertising Accountability Program. Receive

significant discounts on filing fees for NAD challenges, NAD

and CARU conference registrations, and subscriptions to the

ORGANIZATION-WIDEImpact and Benefits

Online Archive of NAD, CARU, ERSP decisions, and National

Advertising Review Board (NARB) panel reports.

Human Resources

Deliver unique professional development and educational

programs to your employees—from networking and

leadership opportunities for executives on the Council’s

Board of Directors to private seminars for staff on high-value

topics like conflict resolution or behavioral advertising

with subject matter experts from the BBB’s extensive

network of thought leaders.

Many organizations become National Partners to take advantage of one specific program or

benefit, but quickly discover additional resources, programs, and events that offer unique

professional value and benefits for colleagues across several key functional areas:

LEGAL

PRIVACY

MARKETING AND BRAND

COMPLIANCE + REGULATORY

GOVT + PUBLIC AFFAIRS

CUSTOMER SERVICE

HUMAN RESOURCES

CSR AND ETHICS

NATIONAL PARTNER PROGRAM

Corporate Social Responsibility (CSR) and Ethics

Highlight your organization’s commitment to ethical business

practices and amplify the reach and impact of your CSR

initiatives by working with the Council on social, environmental,

and community issues that matter to your organization.

Leverage the trust, credibility, and broad reach of the BBB to

launch co-branded PR and marketing campaigns to achieve

your CSR goals.

Marketing and Brand

Take advantage of advertising review services and educational

resources on advertising best practices from the Advertising

Self-Regulatory Council (ASRC). Partner with the BBB to

strengthen the trust and credibility of your brand through PR

and marketing programs that recognize your organization’s

commitment to ethical business practices as a National Partner.

Customer Service

Use BBB mediation and arbitration professionals to settle

consumer disputes without costly litigation or negative publicity.

Provide customer support staff with dispute resolution and

complaint handling best practices built on BBB experience

handling more than 800,000 consumer complaints and business

disputes every year.

Privacy

Stay ahead of new rules and regulations on privacy with seminars

and exclusive content from the Council’s recognized authorities

on privacy and security. Work with the Online Interest-Based

Advertising Accountability Program to mitigate privacy concerns

associated with online data collection and join the BBB EU

Safe Harbor program to handle cross-border consumer privacy

disputes arising from data transfers between the European Union

and the United States.

Government and Public Affairs

Build relationships, influence policy, and enhance your

organization’s reputation by working with BBB experts to

address key consumer policy issues.

Compliance and Regulatory

Shape the standards and regulations that will impact your

industry by working with peers on the self-regulation programs

within the Council that are most relevant to your organization.

Augment your professional network and skills at seminars and

conferences featuring industry-leading experts.

As a National Partner, your organization can nominate a

representative to run for a seat on the Council of Better Business

Bureaus Board of Directors. This gives your company, firm,

or association influence over the strategy and self-regulation

priorities of the Council and creates an opportunity for an

individual executive to serve on the Board for one of the largest

and most well-known business associations in North America.

Serving on the Council’s Board of Directors puts you in an elite

group of business leaders from some of the most respected

companies in the world, including Procter & Gamble, Coca-Cola,

Verizon, Ford and IBM. Board members work with the other

executives on the Board to provide leadership and establish

strategies, goals and policies for the Council of Better Business

Bureaus and the greater BBB system to accomplish our shared

mission. As a member of the Board of Directors, you have the

right to vote on key issues and decisions facing the Council and

can also serve on Committees that oversee specific areas of the

organization—from finance and governance

to brand and technology.

Executives from National Partner organizations also

have an opportunity to serve on the National Partner

Leadership Circle. This select group of 15 people

is responsible for providing guidance to the

Council of Better Business Bureaus on the

strategy, priorities, and programs for the

National Partner Program. Leadership

Circle members can build upon their

experience and accomplishments

helping lead the National

Partner Program and

transition into positions

on the Council’s

Board of Directors.

LEADERSHIPand Service

BETTER BUSINESS CONFERENCE

Learn how to anticipate, identify

and manage hot-button business and regulatory issues

At the Council of Better Business Bureaus’ annual conference,

business and government leaders meet for two days in

Washington, D.C. to share ideas and discuss solutions to

global and domestic business issues. Subject matter experts

and executives from corporations, government agencies, and

academic institutions cover topics and issues that will influence

the marketplace for years to come—from business model and

workforce implications of the sharing economy to building

privacy and security into connected cars.

NATIONAL ADVERTISING DIVISION ANNUAL CONFERENCE

Learn about the latest developments in

advertising law, claim support and self-regulation

The annual conference hosted by NAD offers practical

guidance to enhancing use of the advertising industry’s

self-regulatory forum and features expert speakers examining

legal trends and breaking developments in advertising law,

Federal Trade Commission (FTC) enforcement priorities, puffery

and denigration, online consumer perception evidence, and

much more.

CHILDREN’S ADVERTISING REVIEW UNIT ANNUAL CONFERENCE

Learn how to navigate the legal and

regulatory framework for advertising to children

During the annual CARU Conference, expert panelists explore

the challenging issues facing companies that advertise to

children, from how to comply with modifications to the Children’s

Online Privacy Protection Act (COPPA) and the Federal Trade

Commission’s revisions to the COPPA Rule to the ways mobile

and online technologies have changed how companies market

their products.

CONFERENCESand Events

BBB AUTO LINE – Administered by the Council of Better

Business Bureaus and the local BBBs, BBB AUTO LINE helps

businesses and consumers resolve automotive warranty or lemon

law disputes in a timely, cost-effective manner that complies with

applicable state laws and regulations.

BBB EU Safe Harbor – Through the Safe Harbor frameworks

that the U.S. has crafted with the European Union (EU) and with

Switzerland, the Council of Better Business Bureaus educates

companies across all industry sectors on how to comply with

European privacy requirements, which are stricter than those

in the U.S. The BBB EU Safe Harbor program promotes privacy

best practices, while enabling participating companies to provide

independent, secure, and easy-to-use online dispute resolution

free of charge to European consumers.

Children’s Advertising Review Unit (CARU) – CARU’s mission

is to protect children under 12 and encourage responsible

advertising. In January 2001, CARU’s self-regulatory program

became the first Federal Trade Commission-approved Safe

Harbor under the Children’s Online Privacy Protection Act of

1998 (COPPA). Participants who adhere to CARU’s guidelines

are deemed in compliance with COPPA and essentially insulated

from FTC enforcement action as long as they comply with

program requirements.

Children’s Food and Beverage Advertising Initiative (CFBAI) –

The initiative is transforming the children’s food advertising

landscape by requiring that foods advertised to children under

age 12 be healthier or better-for-you foods. CFBAI is supported

by the leading food and beverage companies and quick-

serve restaurants in North America and is designed to

be a way for responsible advertisers to be a part

of the solution to childhood obesity, which

affects about one-third of young

people in the U.S.

INDUSTRY-SHAPINGNational Programs

Electronic Retailing Self-Regulation Program (ERSP) – ERSP’s

mission is to enhance consumer confidence in electronic retailing

by providing a quick and effective mechanism for resolving

inquiries regarding the truthfulness and accuracy of claims in

direct response advertising.

National Advertising Division (NAD) – NAD is a flagship

program of advertising industry self-regulation. The program’s

mission is to focus on assuring that advertising does not mislead

consumers. NAD’s decisions represent the single largest body

of self-regulatory decisions related to truth and accuracy of

advertising in the U.S.

National Advertising Review Board (NARB) – NARB is the

appellate entity of the self-regulatory system. The board is

a peer-body composed of 70 volunteers selected for their

expertise and who represent leading advertisers, advertising

agencies and academia. The structure of NARB helps ensure

broad industry support for self-regulation.

Online Interest-Based Advertising Accountability Program

– This cutting-edge program is designed to build consumer

trust when operating in the digital space. The Accountability

Program helps respond to privacy concerns raised by companies’

collection of online data. This self-regulatory program was

created by the Council of Better Business Bureaus to provide

independent third-party enforcement of uniform, industry-wide

standards on how data is collected and used

in online advertising.

Today’s consumers have access to more information and reviews

on businesses than ever before, but the quality and reliability of

this data varies widely from source to source. As a non-profit

dedicated to advancing marketplace trust, the BBB is a trusted,

objective source of business ratings and reviews for consumers

and best practice standards and self-regulation programs for

businesses. This provides BBB with unique data and insights

into the behavior and performance of businesses throughout

North America.

National Partners are eligible to partner with the Council of

Better Business Bureaus and use the BBB API (application

programming interface) to seamlessly integrate BBB data on

businesses into any platform, website or mobile application.

Local BBB staff has manually validated data on nearly 5 million

businesses in the United States and Canada, including business

contact details, BBB Accreditation status, BBB Ratings, and links

to customer complaints and reviews.

LEVERAGINGthe Power of BBB Data

Convert more visitors

into customers by

helping them evaluate

and select trustworthy

service providers

with insight into BBB

Accreditation status and

BBB Ratings embedded

in your website or app.

ESTABLISH TRUST

Augment the confidence

instilled by other

credibility indicators

and certifications by

supplementing directory

listings with BBB

Accreditation and BBB

Ratings data.

ENHANCE CREDIBILITY

Establish clear standards

and guidelines for

distributor and service

provider networks with

BBB Accreditation and

monitor service quality

and performance in real-

time with dashboards

powered by BBB Ratings

data.

ENSURE QUALITY

Enrich the quality and

scope of search results

and research data with

BBB data on contact

details, accreditation

status and BBB Ratings

for millions of businesses

in North America.

EXTEND SEARCH

Current BBB API partners have found several innovative ways to utilize BBB data to improve the credibility and

quality of the information and services they provide to customers, partners, and internal stakeholders, including:

BBB: A LEADERin Building Business Trust

BBB sees trust as a function of two primary factors: integrity

and performance. Integrity includes respect, ethics and intent.

Performance speaks to a business’s track record of delivering

results in accordance with BBB standards and addressing

customer concerns in a timely, satisfactory manner.

BBB ensures that high standards for trust are set and

maintained. We exist so consumers and businesses alike have an

unbiased source to guide them on matters of trust. We provide

educational information and expert advice that is free of charge

and easily accessible.

Businesses that meet our high standards and want to support

ethical business practices in their community are invited to

apply for BBB Accreditation—a distinction separate from

the National Partner Program. BBB Accreditation is an honor,

and not every business is eligible. Businesses deemed to meet

Accreditation Standards are presented to the BBB’s Board (or

designees) for review and acceptance as a BBB Accredited

Business.

All BBB Accredited Businesses have agreed to live up to our

Standards for Trust, a comprehensive set of best practices for

how business should treat the public in a fair and honest manner.

83% of people who are familiar with the BBB Accrediation Seal are more likely to do business with an organization when it displays BBB’s Accreditation Seal.

Support Ethical Business Practices in

Your Community as a BBB Accredited Business

While not required to become a National Partner, we encourage

all businesses to become BBB Accredited. Businesses earn BBB

accreditation by meeting and adhering to BBB Standards for Trust.

These standards offer a comprehensive set of policies, procedures

and best practices focused on how businesses should interact

with consumers and the broader marketplace.

As a BBB Accredited Business, your organization can play

a leading role in the business community and strengthen

your reputation as a champion of best practices, high

ethical standards, and a more trusted marketplace for

consumers and businesses. This local connection

provides you with access to BBB resources, services,

and support across many valuable programs—from

mediation and arbitration services to expert

speakers on topics like conflict resolution,

ethics and fraud prevention.

A LEGACY OF TRUST AND LEADERSHIPFounding National Partners

Alticor

Campbell Soup Company

The Coca-Cola Company

Ford Motor Company

Johnson & Johnson

General Mills Inc.

Kraft Foods Inc.

Leo Burnett Company

Procter & Gamble Company

S.C. Johnson & Son, Inc.

Toy Industry Association

Whirlpool Corporation

In the late 1960s and early 1970s, an angry new

consumer-protection movement had found

its voice and legislators and regulators were

listening. This new consumerism generated

unprecedented waves of cynicism toward

advertising and media that resulted in a

heightened level of distrust and a record increase

in federal government consumer protection

activity. Leaders within the advertising industry

urged the development of a self-regulatory

mechanism.

The major advertising industry associations

responded resolutely and with the help of the

Council of Better Business Bureaus designed

and created the advertising industry’s system of

self-regulation. This system was initially funded

entirely by the business community and it was

administered by the Council to ensure a balanced

and fair process for all involved. In order to

support the system, the Council developed its

National Partner Program which has continued

to provide the majority of the funding for the

advertising industry’s system of self-regulation.

Since 1971, National Partners have continued to

play a critical role in supporting advertising self-

regulation and dispute resolution and earning the

trust and respect of the advertising industry, and

the legal and regulatory communities. Over time,

the National Partner Program has grown and

evolved to cover a wide range of self-regulation

programs and business issues—from child-

directed advertising to online privacy and data

protection.

The National Partner Program represents an exclusive group of

organizations looking to advance marketplace trust, influence

industry behavior, and engage with consumers, government

regulators, and peers on a national scale. Partners are selected

from the leading corporations, law firms, and nonprofit

organizations in North America and must go through a rigorous

evaluation process before being voted on and confirmed by the

Council of Better Business Bureaus’ Board of Directors.

National Partners pay annual dues based on a combination of

country location and overall revenue. Please contact the Council

of Better Business Bureaus for more information and to see if you

qualify to become a National Partner.

BECOMINGa National Partner

Meet and maintain BBB standards for business practices and ethics

Submit application for National Partner Program membership

In-depth evaluation of organization’s marketplace reputation, business practices, behavior and complaint history with BBB

Final voting and approval by the Council’s Board of Directors

Svetlana Walker,

Senior Corporate Counsel

Clorox

It [BBB] not only keeps you

connected and attuned to the

rest of the industry, but it is a

great trademark of integrity.

UNITED STATES

NPP@council.bbb.org

CANADA

NPP@council.bbb.org

MEXICO

contacto@mexico.bbb.org

For more than 100 years, from small community stores to multinational

enterprises, BBB has been on the forefront of positive marketplace change by

partnering with leading companies committed to the best practices of business

ethics, marketplace excellence, and effective industry self-regulation.

Trust always matters. We are deeply committed to building and advancing

a better marketplace—a trusted marketplace for all.

Council of Better Business Bureaus, Inc.3033 Wilson Boulevard, Suite 600, Arlington, VA 22201