New York, NY – April 26, 2023 – In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) of BBB National Programs recommended that Charter Communications, Inc. discontinue the claim that “Only Spectrum gives you Speed Boost, for the fastest wireless speeds in the palm of your hand” or modify the advertising to disclose the material conditions necessary to obtain the benefits of Speed Boost.
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to NAD. NAD determined that the AT&T challenge was appropriate for Fast-Track SWIFT because it presented a single issue relating to Charter’s express unqualified wireless speed claim.
Speed Boost is a new technology developed by Charter that lets Spectrum Mobile customers receive faster wireless speeds (up to 1 Gbps) on their Spectrum Mobile devices when connected to their home WiFi network. After considering the messages reasonably conveyed by the challenged commercial, NAD determined that the express language of the commercial combined with visual images of a man brandishing his mobile device conveys the message that Speed Boost is widely available on mobile devices.
Accordingly, NAD found that the claim “Only Spectrum gives you Speed Boost, for the fastest wireless speeds in the palm of your hand” is an unqualified wireless speed claim. Further, NAD found that the on-screen disclosures do not clearly communicate the circumstances under which a user will experience the benefits of Speed Boost.
For these reasons, NAD found that the challenged unqualified fastest wireless speed claim was not supported and recommended that Charter discontinue the challenged claim or modify the advertising to disclose clearly and conspicuously in close proximity to the wireless speed claim that to enjoy the benefits of Speed Boost requires a Spectrum home internet plan, Spectrum Mobile plan and device, and that the user be connected to Spectrum WiFi.
NAD noted that nothing in its decision precludes Charter from making truthful and non-misleading claims about the availability of Speed Boost.
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
