NAD Recommends DirecTV Change or Drop 4K Ad Claims

DirecTV should change or end advertising claims challenged by Charter Communications on prices, wireless offerings and that all its programming is available with 4K resolution, said the Council of Better Business Bureaus-affiliated National Advertising Division in a news release Wednesday. NAD said Charter's complaint deals with DirecTV's "Hannah and Her Horse" ad campaign, in which the direct broadcast satellite company said it has 4K video. Given that it "offers only a small number of movies in 4K and not general programming" but seems to imply it has far more 4K content, DirecTV should modify its claim "to clearly address the developing nature of 4K technology," NAD said. DirecTV also should make it clearer that 4K programming and a wireless HD DVR service are not included in a $19.99 advertised promotional price and that the device, not DirecTV itself, is wireless, it said. In a statement, DirecTV indicated it plans to appeal to the National Advertising Review Board and that it disagrees with NAD's findings.