Review Council Appoints CEO

NEW YORK Lee Peeler, the deputy director of the Bureau of Consumer Protection at the Federal Trade Commission, has been named CEO of the National Advertising Review Council, the industry organization that polices advertising.

Peeler will replace James Guthrie, who in June said he was stepping down.

Peeler, who takes the position on Sept. 11, has been at the FTC for 16 years, NARC said in a statement.

NARC, a unit of the Council of Better Business Bureaus, is the organization that regulates complaints and helps mediate disputes about advertising. It oversees the National Advertising Division, the Children’s Advertising Review Unit, the Electronic Retailing Self-Regulation Program and the National Advertising Review Council.

Peeler’s appointment will likely cement NARC’s reputation as one of the voluntary organizations that the FTC pays the most attention to. When wayward advertisers refuse to follow the rulings of NARC and its units, cases are referred to the FTC. NARC has stated that it believes its referrals go to the top of the FTC’s figurative “To Do” list.

Peeler will also carry the title evp, national advertising self-regulation at the Council of Better Business Bureaus.