New YorkAnd the September 13, 2022 /PRNewswire/ – The National Advertising Division (NAD) of BBB National Programs has recommended that Charter Communications, Inc. to discontinue or modify some of the Spectrum Internet’s comparative speed claims, which appeared in its “Monsters Gaming” TV ad.
The allegations in question have been challenged by AT&T Services, Inc. Competition for the Internet Service Provider, these claims have included the following:
AT&T doesn’t offer any internet speeds that can compare to Spectrum’s Gig Internet.
AT&T does not offer internet speeds faster than 50Mbps.
AT&T Internet is too slow to download for the reasonable consumer.
20X faster claim
NAD determined that the detections in the ‘Monsters’ ad do not clearly specify the basis for the comparison made in the ’20x faster’ claim as it is limited to a comparison of Spectrum Internet Gig (1000 Mbps) versus AT&T Internet 50 (50 Mbps) . So, NAD found that the “20 times faster” claim conveys a message about AT&T’s range of offerings.
Furthermore, the NAD concluded that a claim of “20 times faster” in the context of advertising “monsters” is not supported across the line of service levels offered by AT&T and Charter because not all Spectrum Internet service class download speeds are 20 times faster than the download speeds provided From all levels of AT&T Internet service.
Therefore, the NAD recommended this charter:
Turn off the ’20 times faster’ prompt, or
modify it to clearly and unambiguously disclose the specific service levels on which the speed comparison is based as part of the claim itself or by disclosing similar font size and proximity to the “20 times faster” claim, and
It was pointed out that if the “20 times faster” claim is audible, the basis for comparison should also be audible and clear to ensure that consumers who only hear the “20 times faster” claim are informed of the specific service levels on which the download speed comparison is based.
NAD noted that in the ISP market, consumers might reasonably expect a claim of download superiority to be based on a comparison of competing service levels with more equal download speeds. However, in the “Monsters” announcement, Charter’s claim of “20 times faster” is based on a comparison with AT&T Internet 50, which is not the AT&T service class that provides download speeds more equal to the Spectrum Internet Gig nor does the AT&T service class offer the fastest download speeds. Instead, the AT&T Internet 1000, which offers 940Mbps download speeds that Charter acknowledges is available to consumers in AT&T/Charter’s competitive footprint, is more equivalent to the Spectrum Internet Gig.
Because the “monsters” ad does not explicitly refer to the specific service class speeds being compared, NAD has determined that the “20 times faster” claim reasonably conveys a misleading message that the claim is based on a comparison of service levels for each party offering the most equivalent download speeds and that AT&T does not Offer any internet speeds comparable to Spectrum’s Gig Internet speeds or faster than 50Mbps.
The NAD therefore recommended that the charter amend the “20 times faster” claim and the “monsters” declaration to clearly and clearly communicate the exact products being compared, and any material differences between the products being compared, and to avoid implicitly suggesting that the competitor does not have the most similar product.
Finally, NAD found that consumers would reasonably dismiss the message that AT&T Internet is too slow for gaming, but not the broader message that AT&T Internet is too slow for general activities that require download speeds.
In the advertiser’s statement, Charter stated that it will “comply with the decision of NAD with respect to the claims contested in the commercial.” Furthermore, the advertiser indicated that he was no longer running the commercial displaying this claim, and stated that while he “does not agree with the recommendations of the NAD in this case, he remains a strong supporter of self-regulation and will comply with those recommendations if he makes a 20X claim.” Faster again.”
About BBB National Programs: BBB National Programs is where businesses go to boost consumer confidence and consumers are heard. The nonprofit creates a fairer corporate playing field and a better consumer experience by developing and delivering effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of the Best Business Offices in June 2019Today, BBB National Programs oversees more than a dozen industry-leading national self-regulatory programs and continues to advance their work and increase their impact by providing business guidance and promoting best practices in areas such as advertising, child-oriented marketing, and privacy. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of the BBB National Programs provides independent self-regulatory and dispute resolution services, directs advertising credibility across the United States, and NAD reviews national advertising in all media, and its decisions set consistent standards for declaring truth and accuracy, providing meaningful consumer protection and fieldwork. .
View original content for multimedia download:. programming language
SOURCE BBB National Programs