Last month we noted how Time Warner Cable, Cox, Cablevision and Comcast have all been slapped on the wrist by the the National Advertising Division of the Better Business Bureau. Why? They continually run ads that try to confuse customers into thinking that having core network fiber is the same thing as running fiber to the home. Verizon -- given they actually do run fiber to the home -- has filed complaints against these ads with the NAD and has repeatedly seen NAD rule in their favor.

In response, Time Warner Cable recently filed their own complaint with the NAD. According to the complaint, the cable company argued that Verizon was being misleading about offering "100% fiber" -- given that Verizon does use existing coaxial cable with MOCA for networking inside the home. Apparently the NAD wasn't convinced by Time Warner Cable's argument, and has dismissed Time Warner Cable's complaint. From a NAD statement:

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NAD did not share the challenger’s concerns with the advertiser’s claim to offer "100% fiber optic TV, Internet, and phone," "over 200 all-digital, all-fiber channels," and "100% fiber optic picture and sound." The challenger contended that these are products that do not exist; NAD determined that consumers would reasonably understand these advertisements the same way as they understand claims that Verizon FiOS uses "100%" or "pure" or "undiluted" fiber optics: that the entirety of the FiOS network is comprised of fiber optics.

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In a statement provided to Broadband Reports by Verizon, the company takes the opportunity to send a little high-test snark in Time Warner Cable's direction:

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No two communication and entertainment providers are made exactly alike, and that’s decisively the case between Verizon and Time Warner. Verizon’s FiOS network is 100 percent fiber optics, direct to the home, and Time Warner’s is a traditional cable network bred from 1940s community antenna television roots. It’s no wonder Time Warner wanted to muzzle Verizon from talking about its all fiber optic network and its superior service capacities.

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Of course both companies have had their fair share of misleading advertising over the years -- though cable industry (and Qwest) pretense that core network fiber is the same as FTTH has been a particularly obnoxious practice. Comcast also had their wrist slapped by the NAD for this particular marketing tactic, refused to stop running said ads, and now faces a pending inquiry from the FTC for false advertising.