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Even before COVID-19 had turned each of us into an amateur epidemiologist, companies in nearly every industry had begun to recognize the magnetic appeal of health and wellness claims in consumer advertising. Marketers of everything from cleaning products to apparel to furniture to homes were suddenly making claims touting the health and wellness benefits of their products
. It wasn’t just better, it was better for you and your family. It will surprise no one to learn that the pandemic year of 2020 only intensified this trend, as consumers focused as never before on the ways that their purchases might not only help them live better lives, but perhaps even keep them alive.
Discontinue its Roommate (also referred to as Living with AT&T ) commercial; and Discontinue its Best In-Home WiFi Experience claim or modify it to refer to the specific attributes for which it can support a superiority claim.
The advertising at issue had been challenged by AT&T Services, Inc. before BBB National Programs National Advertising Division (NAD). Following NAD s decision (Case No. 6417), Comcast appealed, and AT&T cross-appealed, certain NAD findings and recommendations.
Comcast internet service is delivered over its cable network, with the same speeds available to nearly all customers in its service area. AT&T, by contrast, provides its customers with three tiers of ISP service. All subscribers to a specific AT&T tier pay the same price but depending on their location do not necessarily receive the same speed. It is this aspect of the AT&T service offering that Comcast sought to highlight in its Roommate commercial.