Not so fast—Comcast told to stop claiming it has “fastest Internet”

Comcast should stop saying in advertisements that it “delivers the fastest Internet in America” and the “fastest in-home Wi-Fi," according to the advertising industry's self-regulation body. The evidence Comcast uses to substantiate those claims is not sufficient, ruled the National Advertising Review Board (NARB).

Verizon had challenged Comcast's advertising claims, leading to the 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.'"