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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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 of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division 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.