National Advertising Division Finds Xfinity Internet Fast, Reliable, and “Powerful” Claim Supported
New York, NY – July 30, 2024 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division determined that Comcast Cable Communications Management, LLC, provided a reasonable basis for the claims that Xfinity Internet is fast, reliable, and “powerful.”
The challenged claims appeared in two commercials for Comcast’s Xfinity Internet service – one featuring NFL star Christian McCaffrey and the other featuring basketball star Caitlin Clark.
The National Advertising Division (NAD) determined that the commercials do not reasonably convey the comparative superiority message alleged by AT&T, that Xfinity Internet is faster, more reliable, and more “powerful” than its competitors.
NAD determined that there is no performance comparison in the commercials, but merely the general statement that “not all internet providers are the same.” Thus, the message reasonably conveyed by the commercials is that Xfinity Internet is fast, reliable, and “powerful,” and that consumers should consider those attributes when purchasing a service, as these attributes may vary depending on the provider.
In its advertiser statement, Comcast stated that it “appreciates NAD’s determination that the commercials are humorous ads that highlight truthful claims about Xfinity Internet service that do not convey a superiority message against all competing services.
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