BBB’s NAD Recommends Comcast Cable Partially Discontinue, Modify Ad Claim

Comcast said it would comply with recommendations from BBB National Programs’ National Advertising Division (NAD) about its business Internet service ads. The challenge, brought by AT&T, related to the claim that “Comcast Business Internet has speeds up to 12x faster than Verizon, AT&T, and T-Mobile.” The claim was made on television and radio ads, and in direct mail. NAD made two recommendations. The first is that Comcast discontinue the ad claim in markets in which AT&T offers a wired fiber-based service with speeds faster than 100 Mbps to small business customers. It also says that Comcast should modify the claim to limit the message to the products compared and “avoid conveying the message that AT&T does not have a faster service with speeds more comparable to Comcast’s fastest product’s speeds.”