T-Mobile to Drop Some Ad Claims Following Verizon Challenge
A National Advertising Review Board panel agreed with the recommendation from the Better Business Bureau's National Advertising Division, which said T-Mobile should drop a claim that families who switch to the carrier can “save versus AT&T and Verizon’s comparable plans plus streaming,” as well as another similar claim. T-Mobile said it will comply with the decision. Verizon brought the challenge.
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The panel found that the “plus streaming” phraseology “is confusing, unclear, and inadequate to accurately communicate the nature of the price comparison,” said a Monday release. The panel also agreed with NAD “that many reasonable consumers will conclude that the promoted savings is based on the cost of the wireless plans without any adjustments for additional benefits.” However, it disagreed with NAD “that T-Mobile must ‘discontinue’ (rather than modify) the challenged advertising to avoid communicating the two unsupported implied claims.”