Comcast Should Stop Claiming It Has ‘Fastest Internet,’ Ad Board Rules

The advertising industry’s self-regulation body said Comcast should stop saying in advertisements that it “delivers the fastest internet in America” and the “fastest in-home Wi-Fi.” The evidence Comcast uses to substantiate those claims is not sufficient, ruled the National Advertising Review Board (NARB). Ars Technica reports: Verizon had challenged Comcast’s advertising claims, leading to today’s ruling. Comcast said today that it disagreed with the findings but will comply with the decision. Comcast used crowdsourced speed test data from Ookla to make its claim about Xfinity Internet speeds. “Ookla’s data showed only that Xfinity consumers who took advantage of the free tests offered on the Speedtest.net website subscribed to tiers of service with higher download speeds than Verizon FiOS consumers who took advantage of the tests,” today’s NARB announcement said. The Ookla data’s accuracy wasn’t questioned, but it was judged to be “not a good fit for an overall claim that an ISP delivers ‘America’s fastest Internet.'” The ad review board said Comcast’s “America’s Fastest Internet” claims gave the impression that Comcast offers “overall Internet speed superiority in all tiers of service that it provides.” The Comcast ads also give the impression that Comcast “delivers the fastest download and upload speeds,” whereas the Ookla data showed that the top 10 percent of Verizon FiOS customers had higher upload speeds than the top 10 percent of Comcast customers.


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