After the FDA announcement, retailers expressed concerns that, like compliance checks, the Every Try Counts signage would be mandatory. NATO addressed such fears in a NATO News Bulletin on Dec. 12.

“The FDA has confirmed that this campaign is strictly voluntary, which means that retailers are not required to display the advertisements being offered by the FDA,” wrote NATO Executive Director Tom Briant.

The Minneapolis-based organization cited a statement by the FDA in the Federal Register issued Oct. 27, 2017, in which the agency said it “intends to purchase advertising space from retailers on a voluntary basis and will not require retailers to participate in the campaign.” (Federal Register; Oct. 27, 2017; Page 49835). 

“In short, each retailer will have the right to decide whether or not to participate in the advertising campaign,” Briant wrote, noting that NATO did not yet know the amount the FDA intends to pay retailers for ad placements.