NEW YORK (AP) - Verizon's FiOS TV service doesn't make for a brighter picture, the advertising industry's self-regulatory body said, urging the company to drop some of the claims it makes in its advertising.

National Advertising Division Council of Better Business Bureaus made the recommendation Tuesday after it examined the ads because of a challenge by Verizon competitor Cablevision Systems Corp.

Claims in question included statements about the service's speed, picture quality, and color, and the testimony that FiOS is "so much more bright." The brightness of a TV picture depends on the settings of the TV, not on the signal.

Verizon has already stopped using some of the claims in question, including one that quoted technology Web site CNet. While the site did use the phrase "a near flawless TV experience" in a story about FiOS, it was in a news article, not a review, and pointed out that it was important for Verizon to provide such an experience.

The advertising watchdog group noted that it "did find that certain superior sound and picture quality claims made by Verizon were substantiated." For example, audience tests gave a "reasonable basis" for the company's claim that it offers the "the best TV picture, period."

In a statement, Verizon said while it was pleased with that conclusion, it also "respectfully disagrees" with some of the findings.

"However, in the interest of the self-regulatory process, Verizon will take the NAD's recommendations into consideration in future advertising," the company said.