NARB Tells Comcast Not To Make Wild Claims About Fastest Internet
The board made the decision after Verizon filed a challenge about Comcast’s marketing claim regarding its FiOS service. The decision means Comcast must stop airing certain ads that promote its Xfinity broadband service to be better than other services.
An investigation by the National Advertising Division noted that Comcast’s most expensive option was quicker than Verizon but not for its other Xfinity options. Since Comcast didn’t make mention of any particular tier, the board felt the company was misleading consumers with its marketing campaign.
Comcast said its Xfinity service offers the “fastest in-home Wi-Fi,” but according to the NAD, these were broad claims. The board said Comcast had to stop airing these ads as well.
When the decision from NAD was first made, Comcast swore it would appeal. However, the company reversed its decision and said it would abide by the recommendations regarding all future advertisements and wants the NAD to hold all advertisers to the standards it forced upon Comcast.