In a challenge from AT&T Services, Inc. the National Advertising Division (NAD) of BBB National Programs has recommended Comcast Cable Communications, LLC in connection with Comcast Business Internet
New York, NY, Oct. 17, 2024 (GLOBE NEWSWIRE) — In a challenge from AT&T Services, Inc. The National Advertising Division (NAD) of BBB National Programs has recommended Comcast Cable Communications, LLC in connection with Comcast Business Internet:
- Discontinue the claim that “Comcast Business Internet has speeds up to 12x faster than Verizon, AT&T and T-Mobile” in markets where AT&T offers a wired fiber product with speeds greater than 100 Mbps to small business customers; or
- Modify the claim to limit the message to the specific products being compared and otherwise avoid conveying the message that AT&T does not have faster service with speeds more comparable to the speeds of Comcast’s fastest product.
AT&T and Comcast are competitors that provide Internet service to small businesses across the country. Comcast offers a wired Internet product, while AT&T offers a wireless Internet product and a wired “fiber” Internet product in some markets.
The challenged claim, “Comcast Business Internet has speeds up to 12x faster than Verizon, AT&T and T-Mobile,” appeared in television and radio advertisements and through direct mail.
NAD determined that Comcast’s advertisements did not clearly reveal the exact products being compared. As a result, NAD found that consumers could reasonably understand the challenging advertising, which called Comcast’s business Internet 12 times faster than all of AT&T’s Internet services. In markets where AT&T offers both fiber and 5G internet services, such a message is not supported.
NAD concluded that Comcast’s advertising should be limited to the specific services being compared in markets where AT&T offers both 5G and fiber internet services and should avoid the misleading message that its service is 12x faster than AT&T’s internet service overall.
For these reasons, NAD has recommended that in markets where AT&T offers a wired fiber product with speeds greater than 100 Mbps to small business customers, Comcast should discontinue its claim that “Comcast Business Internet has speeds up to 12x faster than Verizon, AT&T and T-Mobile ” or change it to limit the message to the specific products being compared and otherwise avoid conveying the message that AT&T does not have faster service with speeds more comparable to the speeds of Comcast’s fastest product.
In its advertiser statement, Comcast said it agrees to meet NAD’s recommendation, but it disagreed “that small business customers would expect the advertised speed comparison to be for a fiber optic service rather than the 5G business internet offering of the three wireless companies combined.”
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About BBB National Programs: BBB National Programs, a nonprofit organization, is home to America’s independent industry self-regulation and currently operates more than a dozen globally recognized programs that have helped build consumer confidence in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, creating a more level 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 advancing best practices in areas such as advertising, child and teen marketing, data privacy, dispute resolution, auto warranty, technology and emerging areas. For more information, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulatory and dispute resolution services that guide the veracity of advertising in the US. The NAD reviews national advertising in all media and its decisions set consistent standards for the truth and accuracy of advertising, delivering meaningful advertising. consumer protection and a level playing field for business.
CONTACT: Name: Abby Hills
E-mail: [email protected]
Position: Communications Director
