Victor Elting Jr. served as the vice president of marketing services for Quaker Oats Company and as president of Quaker’s advertising subsidiary, AdCom.
Elting made major contributions to the advertising industry by proposing and developing a program for advertising self-regulation. As a result of his efforts as chairman of the American Advertising Federation, in 1970 the National Advertising Review Board of the National Council of Better Business Bureaus was established. This was an unprecedented voluntary responsibility by advertisers and advertising agencies as it was the first such body created. Since its founding, the National Advertising Review Board has been very successful in insuring truth in advertising.
In 1971 Elting was named "Advertising Man of the Year" by the Chicago Advertising Club.