National Advertising Division Recommends Charter Modify Certain Claims for Spectrum Business Wireless Internet Backup

New York, NY – April 3, 2024 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division recommended that Charter Communications, Inc. modify certain claims for its Spectrum Business Wireless Internet Backup service. 

At issue for the National Advertising Division (NAD) was whether the challenged claims, which appeared in a one-minute commercial for Charter’s Spectrum Business, convey a misleading message about the performance and availability of Spectrum’s Business Wireless Internet Backup service.

Backup internet service provides a level of connectivity (approximately 8 hours for up to four devices) and is “reliable” in that it can provide connectivity in an emergency. The service, however, functions as a backup service that does not run indefinitely on all connected devices with the same speeds as regular service.

NAD determined that one reasonable takeaway from Charter’s commercial is that Spectrum Business Wireless Internet Backup service does not simply provide some continuation of service in the event of a power outage but provides the same level of service in a power outage so the business will “never miss a beat.” Further, although NAD concluded that the onscreen disclosure is not sufficiently prominent, it also noted that even a more prominent disclosure of the specific limitations of the backup service may be ineffective in a context that claims, “complete connectivity and reliability” and emphasizes “you never miss a beat.”  

Accordingly, to avoid conveying the implied message that Spectrum Business Wireless Internet Backup subscribers’ internet connection will not degrade or slow down during power outages, NAD recommended that Charter modify the claims: 

• Provides “Complete Connectivity & Reliability,”
• Maintains the same level of connectivity and reliability during a power outage as during normal operating wired conditions, and
• Is “Made to keep you online even when the power’s off, with the complete connectivity and reliability you get from wireless internet backup.”

In its advertiser statement, Charter stated that it “will comply with NAD’s recommendations with respect to the challenged commercial” although it “disagrees with NAD’s conclusions.”  

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release shall not be used for advertising or promotional purposes.