level during the 1960s and 1970s far surpassed that of any other period in U.S. history.” Leaders within the advertising industry were urging the development of a self-regulatory mechanism that could help calm what Zanot described as “a gathering storm of consumerism.” NARC was established in 1971 by the American Advertising Federation (AAF), the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA) and the Council of Better Business Bureaus (CBBB). In 2009, the NARC Board of Directors was expanded to include the chief executive officers of the Direct Marketing Association (DMA), Electronic Retailing Association (ERA), and Interactive Advertising Bureau (IAB). The 11-member Board set policies and procedures for advertising industry self-regulation. The CBBB provided third-party oversight of the self-regulatory system. In his monograph, Zanot reported that Howard Bell, then-president of the AAF American Advertising Federation and current chairman of the NARB, “became a catalyst in the development of new self-regulatory measures.” Zanot also excerpted a speech delivered in September 1970 by the late Victor Elting, Jr., then-chairman of the AAF, at a meeting of the Chicago Advertising Club. “There are ticking sounds that we hear in all the pressure groups, congressional hearings and other forums that are meeting to decide our fate. Let's defuse them by having the strength and courage to determine our fate for ourselves,” Elting said. Eight months later, on May 13, 1971, Elting announced that the AAF, 4A's, ANA, and CBBB has formed the NARC. NARC was charged with setting policies for the NAD and NARB. By 1972, the NAD had received or initiated 444 complaints and was struggling against a continuing tide of criticism. By 1973, though, that criticism had begun to abate. As Zanot reported, the organization received an “unexpected boost” when FTC Commissioner Mary Gardiner Jones, a consumer advocate, declared the system to be “a self-regulatory effort of truly historic proportions.” In 2012, the National Advertising Review Council (NARC), rebranded as the Advertising Self-Regulatory Council (ASRC). The new name and new brand were designed to offer an explicit statement about the mission and purpose of the organization—to advance the self-regulation of the advertising industry. In 2019, ASRC folded into BBB National Programs, a new independent non-profit organization established as a result of the restructuring of the Council of Better Business Bureaus. The self-regulatory programs defined on this page including NAD, NARB, CARU, DSSRC, AUTO LINE, and others are divisions