Marketing

Ad Group to Comcast: Cease Claims

9/05/2011 12:01 AM Eastern

Following a complaint by Verizon, the
National Advertising Division of the Council of Better
Business Bureaus recommended that Comcast change
or discontinue claims that its Xfinity services provide
the “best HD picture quality,” deliver the “fastest Internet
available” and are “No. 1 in call clarity.”

Verizon, which sells competing services under the
FiOS brand, challenged Comcast’s claims relating to
HD picture quality, telephone-call clarity, Internet
speed and customer service.

Comcast, in a statement, said it “disagrees that
there is any reasonable likelihood of consumer confusion
with respect to the narrowly tailored picture
quality, call clarity and Internet speed claims at issue
in this proceeding, but will take NAD’s concerns
and recommendations into consideration in developing
new advertisements based on its robust substantiation.”

Among Comcast’s claims reviewed by the NAD, a
self-regulatory industry advertising group, were that
Comcast offers the “best HD Picture quality available”;
that the operator is “rated No. 1 in call clarity”;
and that Xfinity has the “fastest Internet available.”

With respect to the HD picture-quality claims,
Comcast cited head-to-head testing by Frank N.
Magid Associates.

In a statement, Verizon said, “We’re gratifi ed of the
NAD decision that will help set the record straight in
terms of how Comcast describes its services and communicates
about Verizon’s FiOS services.”

March