NAD’s SWIFT (Single Well-defined Issue Fast Track) program aims to complete reviews of certain digital advertising claims within 20 business days. The program launches amid a “wave” of COVID-19-related warnings and litigation by federal and state regulators while many courts across the country have temporarily suspended proceedings for civil complaints, NAD announced on 2 April.

With a sharp rise in internet use as many areas of the US remain on quarantine, the program is a “timely new resource for the industry” to address the need for “quick resolution of truth and transparency issues that arise in digital advertising,” it said.

SWIFT will review three types of claims: prominence and sufficiency of disclosures in influencer marketing and native advertising; misleading pricing and sales; and misleading express claims that do not require reviews of complex evidence or substantiation.

All SWIFT challenges and supporting materials are submitted online and all meetings with NAD attorneys reviewing a challenge are via video-conference. The program also departs from NAD’s traditional program by limiting challenges to a single issue and allowing one substantive submission per party.

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