Skip to the page content
Your donations
Passes our checks

Advertising Council Inc

EIN 13-0417693 · New York, NY

Public records show a registered, tax-exempt organization in good standing.

LegitimacyPassesRegistration and standingFinancial healthGood89 out of 100GovernanceStrong90 out of 100Impact evidenceDescribes programsHow well its results are evidenced

What it says it does

THE AD COUNCIL IS THE NATION'S LEADING NONPROFIT PUBLIC SERVICE COMMUNICATIONS ORGANIZATION, CONVENING THE BEST STORYTELLERS TO DEVELOP LARGESCALE, RESEARCHDRIVEN CAMPAIGNS THAT EDUCATE, UNITE AND UPLIFT - RAISING AWARENESS, SHIFTING ATTITUDES AND DRIVING BEHAVIOR CHANGE ON THE NATION'S MOST PRESSING SOCIAL ISSUES. CAMPAIGNS ARE NONPARTISAN AND DO NOT SUPPORT OR OPPOSE CANDIDATES, PARTIES, OR ELECTORAL OUTCOMES. THE ORGANIZATION DOES NOT ACT AS A CONDUIT FOR POLITICAL OR NON-CHARITABLE ACTIVITY; CAMPAIGN FUNDS ARE CONTROLLED AND USED FOR APPROVED CHARITABLE PROGRAM PURPOSES. NO FUNDS, DOMESTIC OR FOREIGN, ARE USED FOR POLITICAL CAMPAIGN INTERVENTION OR TO INFLUENCE ELECTIONS.

Income
$79.4 million
Spending
$69.8 million
Spent on programs
77%
Reserves
11.2 months of spending
Largest source of income
donations and private grants, 48%
Employees
219
Volunteers
365
Highest pay
$2.4 million, president and ceo

Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Financial health

Good: 89 out of 100.

  • Reserves

    28 of 35

    Spendable reserves would cover 11.2 months of spending.

  • Debt

    16 of 20

    It owes 20% of what it owns.

  • Living within its means

    15 of 15

    Income exceeded spending by 12% of income.

  • Income trend

    15 of 15

    Income rose 1% on the year before.

  • Spending floor

    15 of 15

    77% of spending went to programs and raising each dollar of donations cost 11 cents.

Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Governance

Strong: 90 out of 100.

  • Independent board

    25 of 25

    140 of 141 voting board members are independent.

  • Conflict of interest policy

    15 of 15

    Has a written conflict of interest policy.

  • Whistleblower policy

    8 of 8

    Has a written whistleblower policy.

  • Record keeping policy

    7 of 7

    Has a written policy on keeping and destroying records.

  • Board minutes

    5 of 5

    Keeps minutes of board meetings.

  • Board sees the tax return

    0 of 10

    Did not give the board a copy of this return before filing it.

  • Pay set independently

    5 of 5

    Sets its chief executive's pay through independent review and comparison.

  • Independent check of accounts

    15 of 15

    Its accounts were audited by an independent accountant.

  • No reported misuse

    10 of 10

    Reports no diversion of assets, excess benefits or loans to insiders.

Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Impact evidence

Describes programs. Its tax return describes what it does but we have found no measurable results in it.

Programs described in its return (1)
  1. $53.8 million spent. THE AD COUNCIL CONDUCTS NONPARTISAN, RESEARCH-BASED PUBLIC SERVICE COMMUNICATIONS IN FURTHERANCE OF ITS CHARITABLE AND EDUCATIONAL PURPOSES. THE ORGANIZATION DOES NOT PARTICIPATE IN POLITICAL CAMPAIGN ACTIVITY, DOES NOT SUPPORT OR OPPOSE CANDIDATES OR POLITICAL PARTIES, AND DOES NOT USE FUNDS TO INFLUENCE ELECTIONS. CONTRIBUTIONS, GRANTS, GOVERNMENT-SUPPORTED FUNDING, AND DONATED MEDIA ARE USED SOLELY FOR CHARITABLE PROGRAM PURPOSES AND ARE SUBJECT TO ORGANIZATIONAL REVIEW, FINANCIAL CONTROLS, AND APPLICABLE EXEMPT-ORGANIZATION REQUIREMENTS. PROGRAM EXPENDITURES ARE DIRECTLY TIED TO CAMPAIGN DEVELOPMENT, PRODUCTION, DISTRIBUTION, ANALYTICS, AND EDUCATIONAL OUTREACH. [SEE CONTINUATION ON SCHEDULE O] FUNDING PARTNERS SUPPORT CHARITABLE AND EDUCATIONAL CAMPAIGNS SUBJECT TO AD COUNCIL'S CONTENT REVIEW, FINANCIAL CONTROLS, AND EXEMPT-PURPOSE REQUIREMENTS. ANY GOVERNMENT-SUPPORTED WORK IS ADMINISTERED CONSISTENTLY WITH APPLICABLE GRANT, CONTRACT, AND CHARITABLE-USE REQUIREMENTS. IN FY25, THE AD COUNCIL SECURED $1 BILLION IN DONATED MEDIA SUPPORT ACROSS DIGITAL, TELEVISION, RADIO, PRINT AND OUTOFHOME PLATFORMS ON BEHALF OF OUR SPONSORS' CAMPAIGNS. THIS SUSTAINED LEVEL OF NATIONAL VISIBILITY ENSURES CRITICAL MESSAGES REACH BROAD AUDIENCES, MAXIMIZING AWARENESS AND ENGAGEMENT. DONATED MEDIA IS USED TO DISSEMINATE NONPARTISAN PUBLIC SERVICE MESSAGES FOR CHARITABLE AND EDUCATIONAL PURPOSES. THE AD COUNCIL'S CAMPAIGNS ARE DESIGNED TO INSPIRE ACTION AND ACCELERATE CHANGE. WE APPLY RIGOROUS RESEARCH, DATA DRIVEN STRATEGIES, AND ONGOING OPTIMIZATION TO INCREASE THE EFFECTIVENESS OF EVERY CAMPAIGN. THIS YEAR, WE EXPANDED OUR NETWORK OF CREATIVE, DIGITAL, MOBILE, TRUSTED MESSENGERS AND TECHNOLOGY PARTNERS TO DEEPEN AUDIENCE ENGAGEMENT AND STRENGTHEN OUR ABILITY TO PROVIDE INFORMATION INTENDED TO INCREASE PUBLIC AWARENESS, UNDERSTANDING, AND INFORMED DECISION-MAKING. THE AD COUNCIL'S NEARLY 30 ACTIVE CAMPAIGNS ADDRESS COMMUNITY AND OPPORTUNITY, EARLY DETECTION AND PREVENTIVE HEALTH, FIREARM INJURY PREVENTION, MENTAL HEALTH AND SAFETY. COLLECTIVELY, THE CONTRIBUTIONS OF OUR CREATIVE PARTNERS, MEDIA SUPPORTERS AND PHILANTHROPIC DONORS MAKE THESE EFFORTS POSSIBLEENSURING THAT LIFE CHANGING INFORMATION AND RESOURCES REACH MILLIONS OF PEOPLE EVERY YEAR. NOTABLE CAMPAIGN RESULTS IN FY25 INCLUDE: YOUTH FIREARM INJURY PREVENTION AMONG PARENTS AWARE OF THE WORK, 71 PERCENT REPORT HAVING HAD A CONVERSATION ABOUT THIS NONPARTISAN SAFETY EDUCATION COMMUNICATIONS PROGRAM FOCUSED ON REDUCING ACCIDENTAL YOUTH FIREARM INJURIES AND DEATHS. ADULT MENTAL HEALTH SEVENTYSIX PERCENT OF ADULTS WHO ARE AWARE OF OUR CAMPAIGN REPORT THAT TAKING CARE OF THEIR MENTAL HEALTH IS A TOP PRIORITY. SKILLS-FIRST HIRING HIRING PRACTICES ARE INCREASINGLY SHIFTING TOWARD SKILLS-FIRST VERSUS DEGREE-FIRST HIRING. YOUTH VAPING PREVENTION PARENTS WHO HAVE SEEN OUR CAMPAIGN WORK ARE 10% MORE LIKELY TO PRIORITIZE TALKING TO THEIR CHILD ABOUT THE DANGERS OF VAPING. WILDLIFE PREVENTION SMOKEY BEAR IS THE FACE OF THE LONGEST RUNNING PSA CAMPAIGN IN AMERICAN HISTORY.

Source: Form 990 for the year ending June 30, 2025, filed with the Internal Revenue Service. Rating method 2026.2. How we rate

Legitimacy checks

  1. Is it registered with the IRS? Passed.

    Listed in the IRS master file of tax-exempt organizations as a 501(c)(3) charitable organization.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.

  2. Has the IRS revoked its tax-exempt status? Passed.

    Not on the IRS automatic revocation list.

    Source: Automatic revocation of exemption list, Internal Revenue Service, file dated September 30, 2026.

  3. Are donations tax-deductible? Passed.

    On the IRS list of organizations eligible to receive tax-deductible contributions.

    Source: Publication 78 data: organizations eligible for tax-deductible contributions, Internal Revenue Service, file dated September 10, 2026.

  4. Is it keeping up with its IRS filings? Passed.

    Most recent return on file covers the year ending June 2025.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.

  5. How long has it been tax-exempt? Passed.

    Recognized by the IRS since February 1948.

    Source: Exempt Organizations Business Master File, Internal Revenue Service, file dated September 7, 2026.

  6. Is it in good standing with state regulators? Passed.

    Not on California's list of charities barred from soliciting. Other states are not yet checked.

    Source: May Not Operate or Solicit for Charitable Purposes list, California Attorney General, Registry of Charities and Fundraisers, file dated October 7, 2026.

Ratings and checks are our reading of public records, using the published method. They are not a statement about anyone's honesty. If you work for this organization, you can send corrections or results, confirm you want gifts through Veridonate, or ask to be removed from giving.