Verizon Told to Stop Running Ad

Dec 2, 2011  •  Post A Comment

Verizon Communications was told to discontinue running an ad after a complaint was filed that challenges a claim in the ad, Multichannel News reports.

Acting on a complaint by Comcast, the National Advertising Division of the Council of Better Business Bureaus told Verizon to stop running ads claiming that "FiOS TV rates #1 in HD picture quality," the story reports.

The claim is reportedly based on a 2010 survey of consumers by ChangeWave Research.

The story reports: “The NAD, an ad industry self-regulatory body, noted that the ChangeWave survey respondents were asked, ‘How would you rate the HD picture quality of your TV service provider?’ Respondents were not asked to view the parties’ respective HDTV services in a controlled environment and rank them accordingly, as Verizon’s claim implied, the group said.”

Verizon issued a statement in response to the recommendation, saying it would consider the request. The statement adds: "FiOS TV customers love rating our HD picture quality higher than competitors’ customers, and we like their input."

NAD said in its decision that “the results of ChangeWave’s standalone questioning of survey respondents about their own service provider did not provide a reasonable basis for comparative claims of this type."

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