AT&T raised concerns about Cox's advertising, particularly the claim of offering "Multi Gig Speeds Everywhere."
As reported by PhoneArena, AT&T argued that this could mislead consumers into believing that Cox provides multi-gigabit speeds for both downloads and uploads universally, which isn't the case.
The NAD found that while most of Cox's ads didn't imply multi-gig upload speeds, one specific TV spot did. Consequently, the NAD recommended that Cox modify this advertisement to avoid suggesting it offers multi-gig upload speeds without substantiation.
Additionally, the NAD agreed with AT&T's concern regarding the term "everywhere." To claim such widespread availability, a company must provide evidence that its service reaches nearly all customers in the advertised areas.
Cox couldn't demonstrate that its 2 Gbps service was accessible to all customers in the regions it advertised. Therefore, the NAD advised Cox to either discontinue the "everywhere" claim or clarify the specific areas where the multi-gig service is available.
Cox also claimed that its business internet speeds are "up to 20X faster than T-Mobile and AT&T 5G Internet." The NAD noted that such comparisons should be between similar service tiers.
The concern was that this claim might lead consumers to believe that AT&T's 5G internet, with a top speed of 100 Mbps, is its fastest business offering, which isn't accurate in areas where AT&T provides higher-speed fiber internet.
The NAD recommended that Cox either discontinue the "20X faster" claim or modify it to avoid implying that 5G is AT&T's best available service in markets where faster options exist.
During this review process, Cox voluntarily ceased claiming to be the "nation's fastest internet provider," a title it previously used based on an award.
This situation underscores the competitive nature of the internet service industry, where providers like Cox, AT&T, and T-Mobile vie for consumer attention.
Ensuring that advertising claims are accurate and substantiated is crucial to maintain consumer trust and avoid regulatory scrutiny.
Source: PhoneArena
