Frontier Voluntarily Discontinues “Whole Home Wi-Fi Guarantee” Claim Following Charter’s National Advertising Division Challenge
Mar 14, 2023
New York, NY – March 14, 2023 – Following a Fast-Track SWIFT challenge brought by competitor Charter Communications, Inc., Frontier Communications Parent, Inc. voluntarily discontinued its “Whole Home Wi-Fi Guarantee” claim that appeared in various media, including television commercials, radio advertisements, and digital advertising.
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD) of BBB National Programs.
The challenged claim was a feature of a temporary promotional product and pricing offer for Frontier internet service that ran in Frontier markets from August 2022 through January 2023. The “Whole Home Wi-Fi Guarantee” included professional installation of a router and up to two extenders in a customer’s home without limitation as to the home’s size or construction.
In response to the challenge, Frontier maintained that the challenged claim was substantiated but informed NAD that it had voluntarily and permanently ceased use of the challenged claim at the end of the promotional period. Therefore, NAD did not review the claim on its merits.
In its advertiser statement, Frontier thanked NAD for its time and attention to this matter.
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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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