NARB says no to AT&T ad appeal

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AT&T Corp., New York, said it will modify future TV and print ads for its Web Hosting Services after a National Advertising Review Board panel found the ads potentially misleading. MCI Communications Corp. had challenged the AT&T ads, saying ad copy that referred to AT&T as "the most powerful network in the world" suggested to consumers that AT&T offered the most powerful Internet network. AT&T said the line referred to its telecommunications network, where it is the leader. The NARB panel finding confirmed an earlier ruling by the Council of Better Business Bureaus' National Advertising Division that also said the AT&T copy should be modified to eliminate any unsubstantiated implications. AT&T said it disagreed with the NARB ruling, but will make modifications to meet NARB's concerns. McCann-Erickson Worldwide, New York, produced the original ads.

Copyright December 1997, Crain Communications Inc.

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