Some of the satellite texting claims made by Verizon held up under scrutiny, but others should have their disclosures modified, BBB National Programs’ National Advertising Division (NAD) ruled earlier this week.
T-Mobile brought the complaint about Verizon’s marketing messages to NAD.
NAD concluded that Verizon has provided a reasonable basis for “VERIZON Satellite Powered” and “Verizon is conquering dead zones with satellite,” messages, but suggested in future advertising that the carrier ensure that any accompanying disclosures describing the availability of the satellite texting features be clear and conspicuous.
However, NAD found that the Verizon/AST SpaceMobile partnership, now in testing stages, could not support the challenged claims. Verizon’s discontinued Buzz Aldrin commercial, stating, “Satellite connectivity requires select new model phones with updated software,” was also questioned.
NAD also found the Verizon advertising phrase “largest network” to be ambiguous, because it could mean different things to different customers (e.g., largest in terms of coverage or largest in terms of total customers). The term “postpaid phone connections” was also unclear, according to NAD, so it wants the disclosure modified to be clearer.
During the inquiry, Verizon informed NAD that its advertising has permanently discontinued the implied claims relating to satellite-supported texting over its own wireless network infrastructure.
In its advertiser’s statement, Verizon stated that it “will comply with NAD’s recommendations.”
Verizon’s mobile messaging via satellite is relatively new. Two-way SMS messaging over satellite the result of a collaboration between Skylo Technologies and Syniverse, debuted last month.
The companies said the Syniverse Evolved Mobility solution was used as a method for seamless integration, in their effort to introduce native direct-to-device messaging for Verizon. This means that mobile network operators (MNOs) like Verizon can use the same infrastructure and technology that is already in place to integrate SMS over non-terrestrial networks.
