National Advertising Division Finds Dow Jones “Cancel Anytime” Claim for Wall Street Journal Subscription Supported

New York, NY – July 26, 2023 – The National Advertising Division (NAD) of BBB National Programs determined that Dow Jones & Company, Inc. supported its claim of “cancel anytime” relating to the methods by which consumers can cancel their subscription to The Wall Street Journal (WSJ).

Through its routine monitoring program, NAD inquired about the express “cancel anytime” claim as well as the implied claim that consumers can cancel using the method with which they signed up (including online) for their WSJ subscription. Based on guidance in the Federal Trade Commission’s “Bringing Dark Patterns to Light” Report, NAD determined the claim that consumers can “cancel anytime” reasonably conveys the message that cancelling is easy and similar to the ease of subscribing.

At the time the challenge was initiated, WSJ claimed on its website that customers who subscribed online could “cancel anytime.” While WSJ offered online cancellation to certain subscribers, in certain other cases the only way a consumer could cancel their subscription was by calling WSJ.

During the proceeding, WSJ completed its planned expansion of its cancellation procedures to allow for automated online cancellations globally. The new global online cancellation procedure can be accessed directly from the website and a user can cancel one or more Dow Jones subscriptions.

Based on the revised online cancellation mechanism, NAD concluded the advertiser was able to substantiate its “cancel anytime” claim.

In its advertiser statement, Dow Jones & Company stated that it is “pleased with NAD’s recognition that The Wall Street Journal’s online cancellation process is easy, satisfies NAD’s interpretation of ‘cancel anytime,’ and meets consumer expectations.”

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. This release shall not be used for advertising or 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: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD 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.