New York, NY – October 13, 2023 – In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) of BBB National Programs determined that no additional or more prominent disclosures regarding Spectrum Mobile’s “Speed Boost” feature were necessary in a thirty-second commercial for Charter Communication, Inc.’s Spectrum Mobile and Spectrum One Mobile home internet services.
Spectrum One is Charter’s brand name for converged product offerings that include Spectrum Internet, Spectrum Advanced WiFi, and Spectrum Mobile. Speed Boost is a technology that lets Spectrum Mobile customers receive faster wireless speeds on their Spectrum Mobile devices when connected to their Spectrum home WiFi network.
Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to NAD. At issue for NAD was whether Charter should make more prominent disclosures regarding Speed Boost to avoid a misleading or unsupported claim. AT&T argued that the commercial failed to effectively disclose the limitations of Speed Boost while conveying a misleading message about the performance and availability of the feature.
In the challenged commercial, a voiceover states “At Spectrum Mobile, you get more with your mobile!” along with an on-screen list of product features, including “Unlimited Data. Unlimited Talk & Text. Reliable Coverage. Nationwide 5G. Secure WiFi. Speed Boost.” The end of the commercial displays a promotional offer for Spectrum One with a disclosure that states “Speed Boost available on Spectrum Mobile devices when connected to Spectrum Advanced WiFi.”
NAD determined that the advertising reasonably conveys the message that Speed Boost is one feature available to Spectrum Mobile customers as part of having the combined Spectrum One service and does not convey a broader message about the performance, availability, or access to Speed Boost.
In this context, NAD determined that no additional or more prominent disclosures regarding Speed Boost were necessary.
In its advertiser statement, Charter stated that it “appreciates NAD’s recognition that Charter may continue to make truthful and accurate claims regarding the availability and benefits of Mobile Speed Boost, and that Charter’s Speed Boost claim in this case does not need additional disclosures.”
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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.
Contact:
Jennie Rosenberg
Media Relations
BBB National Programs
press@bbbnp.org