National Advertising Division Finds Xfinity Internet “Fiber-Powered” Claim Supported; Recommends Disclosure Modification
New York, NY – June 3, 2026 – In a challenge brought by AT&T Services, Inc., BBB National Programs’ National Advertising Division determined that the language of the challenged claim sufficiently explains that the advertised Xfinity Internet service does not deliver Fiber to the Home, but recommended that Comcast Cable Communications Management, LLC modify its disclosure in connection with claims that Xfinity Internet service is “fiber-powered” to ensure that it is clear and conspicuous.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
At issue for NAD was whether disclosers in “fiber powered” advertising were sufficient to communicate that Xfinity Internet service is not delivered to subscribers via a “fiber-to-the-home” infrastructure.
NAD determined that the language “Xfinity Internet is powered by fiber and connected to premises by coaxial cable” sufficiently explains that the advertised Xfinity Internet service does not deliver fiber to the home. The language clearly states that the last connection to the subscriber’s premises is coaxial cable, making the distinction with fiber-to-the-home infrastructure and explaining the extent of the network that is “fiber-powered” for purposes of a short disclosure.
NAD next examined the conspicuousness of Comcast’s disclosures. In the challenged advertising, “fiber-powered” appears alongside several other claims, including pricing offers accompanied by separate disclosures. As a result, the coaxial cable disclosure does not stand out within the larger block of disclosures, reducing its prominence. NAD also noted that in certain advertisements, including the “Overview Ad,” the disclosure appears several panels away from the “fiber-powered” claim and may require consumers to scroll to view it. In addition, the advertising does not include an asterisk or other signal directing consumers to the disclosure. While the disclosure appears in readable black font against a contrasting background, NAD concluded that the disclosure should be more prominent or placed closer to the triggering claim to increase the likelihood that consumers will notice and read it.
Therefore, NAD recommended that Comcast modify the disclosure made in connection with its “fiber-powered” claims to make it more prominent and more proximate to the “fiber-powered” WiFi claim as necessary to ensure that the disclosure is clear and conspicuous.
In its advertiser statement, Comcast stated it would “comply with NAD’s decision.”
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. This press release shall not be used for advertising or promotional purposes.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases before the National Advertising Division (NAD).
At issue for NAD was whether disclosers in “fiber powered” advertising were sufficient to communicate that Xfinity Internet service is not delivered to subscribers via a “fiber-to-the-home” infrastructure.
NAD determined that the language “Xfinity Internet is powered by fiber and connected to premises by coaxial cable” sufficiently explains that the advertised Xfinity Internet service does not deliver fiber to the home. The language clearly states that the last connection to the subscriber’s premises is coaxial cable, making the distinction with fiber-to-the-home infrastructure and explaining the extent of the network that is “fiber-powered” for purposes of a short disclosure.
NAD next examined the conspicuousness of Comcast’s disclosures. In the challenged advertising, “fiber-powered” appears alongside several other claims, including pricing offers accompanied by separate disclosures. As a result, the coaxial cable disclosure does not stand out within the larger block of disclosures, reducing its prominence. NAD also noted that in certain advertisements, including the “Overview Ad,” the disclosure appears several panels away from the “fiber-powered” claim and may require consumers to scroll to view it. In addition, the advertising does not include an asterisk or other signal directing consumers to the disclosure. While the disclosure appears in readable black font against a contrasting background, NAD concluded that the disclosure should be more prominent or placed closer to the triggering claim to increase the likelihood that consumers will notice and read it.
Therefore, NAD recommended that Comcast modify the disclosure made in connection with its “fiber-powered” claims to make it more prominent and more proximate to the “fiber-powered” WiFi claim as necessary to ensure that the disclosure is clear and conspicuous.
In its advertiser statement, Comcast stated it would “comply with NAD’s decision.”
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. This press release shall not be used for advertising or promotional purposes.