TikTok Partners with BBB National Programs to Strengthen Trust in Digital Advertising

MCLEAN, Va., Sept. 24, 2026 /PRNewswire/ -- BBB National Programs, the non-profit home of U.S. independent industry self-regulation, today announced a collaboration between its National Advertising Division and TikTok that will strengthen accountability for advertising on the platform by creating a direct channel for the National Advertising Division to refer potential violations of TikTok's advertising policies for review.

The collaboration represents a proactive step by TikTok, one of the world's leading platforms for digital discovery, creator content, and brand advertising, to connect its advertising standards with independent industry self-regulation. When the National Advertising Division hears a case involving advertising on TikTok, it will be able to share relevant case outcomes directly with TikTok's Ad Experience team for review against the platform's advertising policies.

"Advertising is evolving and accountability needs to keep pace," said Eric D. Reicin, President and CEO, BBB National Programs. "By working with TikTok, one of the world's leading platforms for brand engagement, we are connecting independent advertising review more directly with the platforms where consumers encounter advertising every day. That is good for consumers, good for businesses, and good for trust in digital advertising."

"When people see advertising on our platform, they expect the brands behind it to be accountable," said Francis Stones, Head of Global Brand Safety & Industry Relations, Global Business Solutions, TikTok. "That means making sure the standards we set for advertising are reflected in the content people encounter. Our collaboration with the National Advertising Division is an important step toward bringing independent review and platform accountability closer together and helping create a digital environment people can trust."

BBB National Programs' National Advertising Division has monitored and reviewed national advertising for truthfulness and accuracy since 1971, providing an independent forum for resolving advertising disputes, monitoring the marketplace, supporting fair competition, and strengthening consumer trust. With multiple case choice options, the National Advertising Division can handle certain case types from receipt to resolution in 20 business days or less.

This collaboration demonstrates how platforms can work with established self-regulatory systems to address emerging advertising challenges as quickly as the marketplace evolves.

Learn more about the National Advertising Division here. 

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and creating fair competition for business.

SOURCE BBB National Programs