Some of the major advertising claims made by Cox Communications for its Internet service are under examination, as well as National Advertising Division (NAD) Recommending changes after competitors AT&T raised concerns about their accuracy. Part of BBB’s national programs, NAD reviewed specific Cox Internet marketing points and proposed to prevent the company from using some sentences or amending them for clarification. For the first time, Cox’s claim was about the “Multi -Gig Speed” offer everywhere. AT & T There were two problems with him. He noticed that Cox had offered high -speed multi -gig speed for both downloads and uploads (Cox mainly provides it for download) and argued that this pace was not really “everywhere” available.
The NAD considered it and mostly found that Cox’s ads really did not mean that the speed of the multi -gig upload was part of the deal, except for a specific TV spot. The NAD, the NAD, recommended the change because there was no evidence that Cox offered a multi -gig upload.
But NAD had agreed to this AT & T “Everywhere” on the section. To claim this stick, the NAD says you need evidence that the service covers everyone in the areas you are advertising. Cox could not show his 2 GBPS service where he had advertised it, so the NAD advised him to stop saying “everywhere” or clearly state the claim that the multi -gig service is really available.
The comparison of speed gets to look closely
The second point was a claim that the purpose of businesses was: “Go to a faster lane with Cox’s business and get its speed up to 20x faster T -Mobile and AT & T 5G Internet. “The NAD noted that when people see rapid comparisons, they usually expect them to be in the middle of similar service levels.
Possible problem? NAD found out that this specific comparison could force people to think AT & T5G Internet (used than its 100 Mbps Top Speed) is the fastest thing AT & T Offers business, which is not in places where AT & T There is a very fast fiber internet. So, the recommendation is that in the markets where AT & T Business fiber exists, Cox should either leave a “20 x sharp” claim or edit so that it doesn’t mean 5 g AT & TThe best offer.
I know that such advertising review is very common in the competitive world of Internet service and wireless providers. Cox, mainly using cable technology, is constantly competing AT & T (Which uses fiber, DSL, and 5g) and other like T Mobile (5G Home Focus on the Internet). It is very important to get the right to advertise on speed and availability. Interestingly, Cox has voluntarily stopped claiming that it is the “fastest Internet provider of the nation” based on the award during the process.
Cox is a strong supporter of self -regulation and will take into account the NAD’s recommendations to prepare its future advertisement.
Advers Cox through its advertising statement
