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National Advertising Division Refers Problem Pregnancy Center to the MA Attorney General and Social Platforms for Review

New York, NY – May 16, 2024 – In a challenge brought by The Lawyering Project, a reproductive rights organization, BBB National Programs’ National Advertising Division has referred advertising claims made by Problem Pregnancy, a crisis pregnancy center, to the Massachusetts Attorney General and social media platforms after the company failed to provide a substantive response to the National Advertising Division’s inquiry.

The following represent the claims that served as the basis for this inquiry.

Express Claims

  • “Seeking abortion? Facing an unexpected pregnancy? We’re here to help.”
  • “If you’re pregnant and considering abortion, visit Problem Pregnancy. Our center… provides confidential abortion consultations to help you make an informed decision about your pregnancy. Make an appointment at Problem Pregnancy to talk about your personal situation, discuss the abortion methods that may be available to you and get answers to any questions you may have. All abortion consultations are free and confidential.”
  • “Learn more about the abortion pill, abortion procedures, and all your pregnancy options…Be empowered. Make an informed choice.”


Implied Claims

  • Problem Pregnancy provides complete and accurate reproductive health information, including about abortion.
  • Problem Pregnancy supports a woman’s right to choose any and all lawful options for addressing an unintended pregnancy.
  • Problem Pregnancy provides the same services as Planned Parenthood centers.


The Lawyering Project argued that the challenged claims convey the misleading message that Problem Pregnancy will provide complete information about all reproductive care options, including abortion, when in fact they do not. 

Despite repeated outreach attempts, Problem Pregnancy did not submit a substantive response to NAD’s inquiry or participate in the self-regulatory process. Per NAD/NARB Procedures, NAD has referred this matter to the Massachusetts Attorney General and social media platforms for review and possible enforcement action.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: BBB National Programs’ National Advertising Division provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business. 

Jennie Rosenberg
Media Relations
BBB National Programs
[email protected]