Act Now Act Fast! Timeline For NAD Compliance

After an NAD case ends, we are often asked how long the advertiser has to make any recommended changes. If we are working with a challenger, it is always too long. If we work with an advertiser, it is often too quickly.  We are often asked if a company needs to begin compliance before a decision is made public. That answer typically is yes. NAD often is more forgiving than the FTC, which expects perfect compliance by the time a consent order is finalized and made public, but is not as patient as it used to be or as patient as many advertisers would like. We previously blogged about an NAD dispute involving dishwashing machine detergent, and a recent compliance decision in the same matter sheds some light on the subject.