Accountability through self-regulation advances industry growth vital to our future. Not only are self-regulatory measures preferable to governmental mandates, they are more readily adaptable to evolving technologies, shifting consumer preferences, and changing economic and social conditions.

As a leader in self-regulation, ANA’s accountability programs help businesses build consumer trust and best meet the needs of their customers. Through consumer help, committees, education, guidelines and guidance, and accountability tools, we aim to advance accountability for the industry.

Ethics Issue Alerts

Keep abreast of the latest issues in marketing and ethics with ANA Ethics Issue Alerts to ensure good business practices, consumer protection in the marketplace, and consumer trust.

Consumer Fraud — In Your Name or on Your Platform — Is at a Crisis Level: An Opportunity for Brands

by Lisa Shosteck, 1 month ago

The scope of fraud on unsuspecting consumers is on the rise with a loss of billions and billions of dollars nationwide. There is a real opportunity for companies to take a greater leadership role by educating consumers, training employees, and taking preventative steps to protect their brand and support fraud victims.

Best Practices and Compliance Resources

Go beyond what's legal – do what's right.

The ANA advocates for marketers and fundraisers to employ best marketing practices. To ensure your marketing plans follow purposeful accountability standards and best practices while also boosting your brand reputation and respecting consumers' marketing preferences, the ANA is pleased to offer you a robust data accountability tool kit. By subscribing to our data hygiene tools and adopting best practices in your marketing campaigns, you'll help elevate the entire marketing ecosystem by ensuring good business practices, and consumer protection and trust in the marketplace.

Accountability Reporting

Below is more information about our ANA Ethics Committee, complaint handling process, case findings, and reports, including the list of the companies that have not responded to our requests about a particular marketing concern. If you have questions about these cases or would like to request that our Accountability staff review a particular marketing offer you find concerning, please contact us with detailed information at, or file an ethics complaint here.

Consumer Help and Resources

If you have questions about a marketing or fundraising offer or would like more information on how to better manage your marketing experience, please review our consumer toolkit and resources below.