for submissions from challengers and advertisers. NAD examines advertising to determine whether the evidence provided by the advertiser fully supports the advertising claims at issue in an NAD review. The NAD can be expected to make one of three determinations for every claim at issue. First, the NAD may find that the evidence provided by the advertiser fully supports or substantiates the claim under review. Second, the NAD may determine that the substantiation is not sufficient to support the advertising claims and recommend the claims be modified in current and future advertising to better reflect the evidence in the record. Third, the NAD may conclude that the evidence is wholly insufficient to support the claims. In that circumstance, the NAD will recommend that the advertising claims be discontinued. Should an advertiser refuse to participate, NAD will to refer the advertiser to the appropriate regulatory agency. NAD's findings are detailed in the final decision and outlined in a press release. In addition, NAD regularly monitors closed cases to ensure that advertisers comply with NAD decisions. If the NAD determines the advertiser made a reasonable attempt to comply, but there are still concerns outstanding, the NAD will work with the advertiser to address those concerns. Should the NAD determine that no effort was made to comply, or that the advertisers is unwilling to make further modifications NAD deems necessary, the Procedures allow the NAD to refer the advertiser to the appropriate regulatory agency. NAD cases are closely watched by national advertisers and by the advertising industry. Children's Advertising Review Unit The Children's Advertising Review Unit (CARU) was established in 1974 for the promotion of responsible advertising to children under the age of 13 in all media. CARU reviews and evaluates advertising for truth, accuracy, appropriateness and sensitivity to children's still developing cognitive abilities in accordance with its Self-Regulatory Program for Children's Advertising (the Guidelines), which hold advertisers to strict standards. CARU routinely monitors advertisements found in all media (broadcast and cable TV, radio, children's magazines, comic books, the Internet and mobile services, and more) for compliance with its Guidelines. When ads are found to be misleading, inaccurate or inconsistent with its Guidelines, CARU initiates an inquiry and examines the advertising to ensure compliance with the Guidelines. If an ad is found to be non-compliant, CARU seeks discontinuance or correction. The results of CARU inquiries are publicly recorded in the NAD/CARU Case Reports.