In the latest of a string of heated telecom advertising disputes, the National Advertising Division (NAD) delivered a victory to
NAD's Charter case is reminiscent of a slew of other recent telecom cases involving denigrating depictions of competing internet services. Readers may recall, for example, NAD's Xfinity decision issued earlier this month. There, NAD recommended that Comcast modify its Xfinity commercials that depicted a competing internet carrier as slow, unreliable, and prone to subpar performance. The same result arose in
The outcome in Charter was no different. NAD once again emphasized that when highlighting the shortcomings of competing products, advertising must be truthful, accurate and narrowly drawn. Charter's commercials did not meet this bar.
The first Charter commercial ("Game Time") starts with a disclosure that the time is
NAD disagreed. It noted that there was no evidence that a T-Mobile customer would be unable to stream a basketball game, even during times of congestion, and as such, Charter's statements in the Game Time Commercial were inappropriate. And even though Charter included a disclosure of the time to symbolize peak hours, NAD found that disclosure to be insufficiently clear and conspicuous—and in any case, failing to effectively communicate that the portrayal of T-Mobile internet service was during peak hours. NAD recommended that Charter discontinue the express claim that T-Mobile's home internet service provided "spotty service" and is "glitchy" and modify the commercial to avoid stating or implying that T-Mobile's home internet service would prevent customers from enjoying streaming.
The second Charter commercial ("Move Out") depicted a family of five conversing about their T-Mobile home internet. The father states that because their "new T-Mobile home internet...slows down when [they] are all online" one of the members of the family should move out because there is not enough speed for all five of them. T-Mobile argued that Move Out falsely claimed that T-Mobile's home internet is not a workable option for a typical family because it is too slow for all members of the family to simultaneously use the internet at any time of the day. Charter again attempted to defend its advertising on the merits, submitting speed consistency data showing that T-Mobile home internet users' speed decreases during the peak hours of
The result here is far from surprising, but it's yet another reminder of NAD's low tolerance for denigration in the telecom industry and beyond. Whether Charter could retool its commercials in a way that remains compliant with NAD's decision is a question for another day. For now, carriers should tread carefully when depicting the competition.
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