BBB National Programs’ National Advertising Division (NAD) is recommending that DISH drop certain claims about customer savings when they switch to the service from DirecTV.
The recommendation came as the result of Fast-Track SWIFT challenge brought by DirecTV. Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the NAD.
DirecTV had challenged claims made in certain TV commercial, website, and social media regarding customers’ savings when switching to DISH, including “Upgrade to DISH and save $30 a month,” “Save up to $30/mo. compared to DirecTV,” “Save up to 30 bucks,” “I want to save 30 dollars a month on TV like DISH customers,” and “Get DISH and save $30/mo./$350/yr. vs. DirecTV.”
The ads referenced the general brands of DirecTV and DISH, without mention of specific service tiers. The main claim, “Save up to $30/mo. Get 3 months free,” appeared in large font without further explanation or disclaimer. In small print was the disclosure that the intended price comparison was between DISH’s AT200 plan and DirecTV’s Ultimate plan appeared only in small print, which NAD determined was not sufficient.
NAD recommended that DISH either discontinue the challenged claims or modify them without characterizing the DISH plan as an “upgrade.”
In its advertiser statement, DISH stated that although the company disagrees with NAD’s conclusion about its claims, it will “will comply and modify its advertising.”
The advertising dispute would have never happened if DirectTV’s proposed acquisition of DISH had moved forward last September. At the time, DirecTV — which is owned by AT&T — was to acquire DISH for only $1 and assume DISH’s debts, reported to be billions of dollars. The deal fell through in November 2024.
