NAD Asks Cox to Discontinue Multi-Gig Advertising Claims

BBB National Programs’ National Advertising Division is taking exception to some of Cox Communications’ advertising claims. The National Advertising Division is recommending that Cox, a broadband service provider, modify its multi-gigabit advertising claims, particularly the comparison to AT&T. The two companies offer competing internet services in some U.S. markets. Specifically, the advertising division is recommending that Cox discontinue the claim “Multi Gig Speeds Everywhere” or modify it to accurately reflect the availability of its 2 Gbps tier service. One Cox commercial makes such claims. However, NAD said no evidence in the record supported that message, so NAD recommended that the commercial be modified to avoid conveying the message that Cox offers multi gig upload speeds. NAD further determined that the multigigabit claims must be supported by evidence that the service is available to all customers wherever the claim is made.