BBB Panel Upholds AT&T Ad Appeal, Recommends Tweaks

AT&T's claims it offers "up to 20x faster upload speed" than cable is a "misleading claim" because the disclosures "were not sufficiently clear and prominent to limit the claim to AT&T’s fastest fiber service," said a Better Business Bureau National Advertising Review Board panel Wednesday in response to the ISP's appeal (see 2111180033). The panel recommended AT&T modify or discontinue certain advertising claims about its fiber internet service and "avoid making the implied claim that fiber technology provides faster internet service in general or is invariably superior to cable technology." AT&T told the panel it "will comply" with its decision but “respectfully disagrees[s] with the balance of NARB’s conclusion recommending that other AT&T Fiber ads should be discontinued or modified.” AT&T didn't comment further.