Ad board to Comcast: Stop claiming you have the “fastest Internet” – Ars Technica


Comcast should discontinue its claim that Xfinity service “delivers the fastest Internet in America,” the National Advertising Division (NAD) recommended today. Comcast should also discontinue certain ads where it claims to have the “fastest in-home Wi-Fi,” the group said.

For its fastest Internet claim, Comcast relied on crowdsourced data from the Ookla Speedtest application. An “award” provided by Ookla to Comcast relied only on the top 10 percent of each ISP’s download results.

“Although Xfinity offers a variety of speeds at a range of prices and tiers, Comcast’s advertising does not limit its claims to a particular tier,” the NAD’s announcement said. “NAD determined that the claims at issue in both print and broadcast advertising reasonably conveyed a message of overall superiority—that regardless of which speed tier purchased by a consumer, in a head-to-head comparison, Xfinity would deliver faster speeds.”

Though one methodology might be reliable for one purpose, “it may not be sufficient substantiation for advertising claims made in a different context,” the NAD said. Ookla’s methodology “wasn’t a good fit for the purposes of substantiating Comcast’s overall superior speed performance claim that ‘Xfinity delivers the fastest Internet in America,'” the NAD also said.

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