Qwest is pulling the plug on its “Broadband Challenge” advertisements that slam Comcast’s high-speed Internet service.
The Denver telecom agreed Tuesday to immediately stop running its TV and print ads. Its “Broadband Challenge” billboards must be removed by Friday.
Qwest touted a test in the ads, which began running in May, claiming that “72 percent of Internet users said Qwest was as fast or faster than Comcast.” The cable company sued Qwest in June, claiming false advertising and unfair competition.
“We are pleased that Qwest has agreed to stop running this misleading advertising and will refrain from using this flawed study as a basis for future speed claims,” Comcast spokeswoman Cindy Parsons said Tuesday.
A Qwest official said Tuesday that the company “will continue to compete aggressively against Comcast and the claims that their broadband Internet services are superior to DSL.”
“We’re pleased to have the matter settled,” Qwest spokesman Bob Toevs said. “We believe it’s a better use of time and resources to resolve this issue and to move the competition to where it really counts, which is the marketplace.”
The lawsuit was the latest salvo in a nearly year-long marketing battle between the companies over broadband services that has featured ever-escalating rhetoric.
Qwest said in filings that its “Broadband Challenge” ads were a response to Comcast’s campaign featuring the “Slowskys,” two turtles who prefer DSL.
Qwest conducted a blind test of consumers using computers hooked to Qwest’s “Platinum” service and Comcast’s “Performance” service, which it said were the services most comparable in price and speed.
It said 72 percent of consumers said Qwest’s service was as fast as or faster than Comcast’s.
Qwest officials informed Comcast of the test results and told them to stop running the “Slowsky” ads. Comcast refused, and Qwest launched its campaign.
In its suit, Comcast said “Qwest compared its fastest service – which is only available to a fraction of its customers – and excluded Comcast’s fastest level of service – which is widely available in all homes in Comcast’s market.”
A federal judge granted Comcast’s motion to expedite discovery, ordering both companies to turn over documents substantiating claims made in each of their advertisements.
Staff writer Greg Griffin can be reached at 303-954-1241 or at ggriffin@denverpost.com.
