The National Advertising Division (NAD), a self-regulatory arm of the Better Business Bureau, recently announced that a new “Fast Track” challenge process is now available to members of the advertising industry. The SWIFT (Single Well-defined Issue Fast Track) process aims to adapt to the new speed at which claims come and go in the marketplace by offing a more efficient challenge process for single-issue claims that do not require complex substantiation. Unlike standard NAD challenges, the challenges deemed suitable for the SWIFT process would aim to be resolved in just 20 business days. The SWIFT process arises from workshops, consultation with stakeholders and full consideration by NAD in fashioning this novel approach.