NAD: AT&T Should Modify Claims Comparing Fiber Upload Speed to Cable

AT&T should modify certain claims comparing its fiber internet service upload speed with cable, the Better Business Bureau's National Advertising Division recommended Wednesday. NAD recommended AT&T modify its “better internet” and “faster internet experience” claims when comparing its service with cable. NAD also recommended AT&T “modify the implied claim that Comcast’s internet is unreliable to avoid conveying the messages that cable users are unable to video chat, upload large files, expand their businesses, or sell their homes.” Comcast challenged AT&T’s claims that appeared in five television commercials and one internet advertisement. NAD said AT&T’s evidence to substantiate its claims was “not a good fit” and “the record did not demonstrate that the problems presented to consumers in the advertisements exist to the degree and duration suggested by the ads.” AT&T said it will appeal the decision: The phrases at issue are “perfectly legitimate.” Comcast didn’t comment.