AT&T Services, Inc. (“AT&T”) made “best possible” claims in its online blog when it announced its new Wi-Fi technologies. In a recent proceeding, the National Advertising Division (the “NAD”) considered Comcast Cable Communications, LLC’s (“Comcast”) challenge that AT&T’s claims were false because AT&T did not provide the “best possible Wi-Fi- experience” in the marketplace. AT&T argued that its claims conveyed a substantiated self-referential message and not a comparative one.
