NAD Upholds AT&T Cable Claims, Urges Ad Tweaks

AT&T’s claims that it offers a “faster internet experience” than cable for large file uploads was supported “in the context in which it was presented, as well as the claim that AT&T Internet delivers ‘consistent speed, even at peak times,’” the Better Business Bureau’s National Advertising Division said Thursday. NAD recommended AT&T drop or modify “other challenged comparative performance, pricing, and bandwidth claims.” NAD looked at the claims after a complaint by Charter Communications. AT&T should make clear the difference between different tiers of service it offers, NAD said: AT&T should modify ads to “delineate the tier of service with ‘up to 20x faster upload speed,’ and, if stating a price offer, clearly and conspicuously disclose to which tier of service the offer applies.” AT&T and Charter didn’t comment.