New York, NY – November 1, 2023 – In a challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) of BBB National Programs recommended that Cox Communications, Inc. modify its “powered by fiber” claims to clearly and conspicuously disclose that Cox Internet does not offer fiber to the home.
Cox offers two different fixed broadband internet services. One service, Cox Fiber, is a residential internet service that is 100% fiber, including fiber to the home. The other, Cox Internet, is almost entirely fiber to the node close to residences, but the “last mile” uses coaxial cable instead of fiber. These services do not overlap. The customer’s location determines which service they can purchase.
NAD determined that “powered by fiber” reasonably conveys the messages that Cox Internet is comparable to fiber internet, offers customers fiber optic internet connections to their homes, and offers an advanced fiber optic network.
Because the record does not support that a coaxial and a fiber network are equivalent in performance to all consumer-relevant metrics, NAD recommended that Cox modify its “powered by fiber” claims to clearly and conspicuously disclose that Cox Internet does not offer fiber to the home.
In its advertiser statement, Cox stated that it “appreciates NAD’s recognition that Cox may continue to advertise that Cox Internet is Powered by Fiber,” and while it “disagrees with certain aspects of NAD’s decision, it is a strong supporter of advertising self-regulation.” Cox stated that it will comply with NAD’s recommendations.
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
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