/>iThe National Advertising Division (NAD) of BBB National Programs, Inc. recently launched its new Fast-Track SWIFT (Single Well-defined Issue Fast Track) challenge process. NAD’s Fast-Track SWIFT offers an expedited process for resolving relatively simple and well-defined single-issue advertising disputes.
Three types of categories are currently eligible for a SWIFT challenge, although as the program develops, NAD indicates it may expand the scope of the matters that are deemed appropriate for SWIFT review:
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The prominence or sufficiency of certain disclosures, such as:
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Influencer disclosures;
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Native advertising disclosures; or
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Incentivized reviews, etc.
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Pricing and sales claims.
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Express claims that do not require review of complex evidence or claim substantiation (such as clinical studies, technical testing, or consumer perception evidence, etc.).
Additional differences between a SWIFT challenge and a standard track NAD challenge, include factors such as the following:
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SWIFT challenges are limited to a single issue (claims that are worded slightly differently but convey the same message may be brought together as a single challenge).
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Only one substantive submission per party is permitted (the challenger is only permitted to submit its initial challenge submission, and once the advertiser submits its response, the record is closed).
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All challenges and supporting materials are submitted online.
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SWIFT decisions will be issued within 20 business days from the day the advertiser receives notification of the challenge from NAD.
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The advertiser has an opportunity to object to the issue being undertaken as a SWIFT challenge. If NAD agrees, the matter can be routed to the standard track process.
