BBB National Programs’ National Advertising Division (NAD) said that it supports Verizon Wireless’ advertising claim that the carrier’s Frontline service is “the network that truly prioritizes first responders” and that it does not imply exclusivity.
The determination was made to a Fast-Track SWIFT challenge brought by T-Mobile. The challenge said that two of Verizon’s Frontline commercials speciously claim that Verizon is the sole network prioritizing first responders. T-Mobile maintained that all three major carriers, including themselves, offer services dedicated to first responders.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by NAD.
NAD’s finding announced yesterday affirms that, within context of the advertisements, the phrase “does not reasonably convey a message that Verizon Frontline is the exclusive network that prioritizes first responders while other networks do not.” Verizon said it is pleased with the decision.
Verizon was named in another challenge last November, regarding a claim made in advertising about its satellite-supported texting services.
In that challenge, NAD recommended that Verizon should discontinue or modify its advertising claim to “clearly and conspicuously disclose, in close proximity to claims about satellite service in remote locations, that consumers must use or purchase specific new model smartphones and use updated software to access the service.”
All BBB National Programs case decision summaries may be found in its case decision library.
