AT&T recently challenged some claims made by Cox Communications regarding their internet services, which initiated a review by the National Advertising Division (NAD). The focus of this scrutiny was primarily on Cox’s assertion of providing “Multi Gig Speeds Everywhere.”
AT&T argued that this statement misleadingly suggested the availability of multi-gig upload speeds, which Cox mainly provides for downloads. The NAD found that, aside from one specific advertisement, Cox’s ads did not strongly imply multi-gig upload speeds were part of the offering.
In that singular case, the NAD recommended that Cox amend its messaging due to insufficient evidence supporting multi-gig upload availability. In addition, the NAD took issue with Cox’s claim aimed at businesses, stating: “Get into the fast lane with Cox Business and get speeds that are up to 20X faster than T-Mobile and AT&T 5G Internet.”
This raised concerns, as it could mislead customers into believing that AT&T’s 5G was its only or fastest option for business, overlooking the fact that AT&T also provides faster fiber internet in many areas. The NAD suggested Cox either drop this comparison or alter it to clarify that AT&T has other, more advanced offerings.
Cox acknowledged the NAD’s recommendations, signaling its commitment to clearer and more accurate advertising. This scenario underscores the necessity for transparency in marketing, particularly concerning technical services like internet speeds.
In a competitive landscape featuring various providers like AT&T and T-Mobile, getting these details right is vital. Cox is noted for its focus on self-regulation, indicating that the company will consider these recommendations in future advertising strategies.