New York, NY – November 30, 2023 – In a challenge brought by Verizon Communications Inc., the National Advertising Division (NAD) of BBB National Programs determined that Comcast Cable Communications, LLC provided a reasonable basis for its Xfinity home internet claim stating “It’s time for better internet. Switch to Xfinity” in context tied to its superiority in speed, consistency, and reduced lag and latency. However, NAD recommended that Comcast modify or discontinue certain other claims about Verizon’s 5G Home Internet.
Comparative Network Claims
NAD determined that one message reasonably conveyed by Comcast’s “Stink Eye” and “Life with Verizon” commercials, a 60-second radio ad for Xfinity, and a 15-second commercial is that Verizon’s 5G Home is ineffective, slow, unreliable, and prone to subpar performance due to congestion, rendering the service unusable.
Based on data submitted by Comcast, NAD concluded that Comcast’s fixed wired internet network outperforms Verizon’s 5G wireless internet network with respect to speed, latency, and consistency of speed. While Comcast should be able to accurately communicate the relevant consumer benefits of its Xfinity internet service and other competitive advantages that it has over Verizon 5G Home, NAD determined that there is no evidence indicating that Verizon 5G users receive subpar internet speed or experience network reliability issues that impede their ability to use or access Verizon 5G.
Therefore, NAD found that Comcast did not support disparaging claims made about Verizon 5G Home and recommended the discontinuation or modification of the challenged express claims:
NAD further recommended that Comcast modify its advertising to avoid conveying the challenged implied message that Verizon 5G Home is too slow, unreliable, and prone to such subpar performance as to render the service unusable due to congestion, trees, and other obstacles.
Superior Network Claim
Based on comparative performance data, NAD determined that Comcast provided a reasonable basis for its claim, “It’s time for better internet. Switch to Xfinity” if it is made in a context that ties its superiority to speed, consistency, and reduced lag and latency.
In its advertiser statement, Comcast stated that it “agrees to comply with NAD’s recommendations with respect to the subject advertising” although it “does not agree that the challenged advertising communicated a message that network congestion renders Verizon’s 5G Home Internet unreliable or unusable.”
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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
Job Title: Media Relations