Ad watchdog OK with Cox's 'unbeatable 5G reliability' claim

In a challenge brought by AT&T Services, Inc., BBB National Programs' National Advertising Division determined that Cox Communications Inc. provided a reasonable basis for the claim that Cox Mobile provides "Unbeatable 5G Reliability" as well as other express claims about its host network and implied claims about third-party testing of Cox Mobile.

The challenged "Unbeatable 5G Reliability" claims appeared in a 30-second television commercial and on the Cox Mobile website with a disclosure noting that "Cox Mobile runs on the network with unbeatable 5G reliability as measured by Ookla, LLC in the U.S., 1H 2023."

In support of its "Unbeatable 5G Reliability" claims, Cox relied on RootMetrics' Nationwide 5G testing, which assessed the performance of the three major carriers, AT&T, T-Mobile, and Verizon. Cox further relied on the additional testing conducted by RootMetrics in October 2023, which tested devices used by Cox Mobile customers. Cox also provided head-to-head 5G reliability testing of the MVNO, Cox Mobile, and its host network, Verizon.

After reviewing the evidence, the National Advertising Division (NAD) determined that Cox Mobile established a reasonable basis to support the claims:

NAD further determined that the implied claim that Ookla, LLC has conducted testing of 5G reliability for Cox Mobile customers was supported.

Read the full press release here.

National Advertising Division