T-Mobile says it will comply with an advertising watchdog’s recommendation that the company discontinue or adjust its price lock claims for its Internet service in response to a challenge brought by AT&T.
The watchdog, BBB’s National Programs National Advertising Division (NAD), uses these challenges to self-regulate service providers’ advertising claims.
In this case, it recommended that T-Mobile “explain how T-Mobile’s ‘Price Lock’ policy differs from a ‘price lock’ which locks the price for the term of a service.”
The advertising in question, which appears in print, online and on television, features actors Zach Braff, Donald Faison, and Jason Momoa. The text promises a free month of service if T-Mobile raises its prices and certain conditions are met. The use of the term “price lock” could be misleading as it is not consistent with the generally accepted definition of a price lock, the watchdog said.
“To avoid conveying a misleading message, NAD recommended that T-Mobile discontinue the ‘Price Lock’ claim or modify it to explain, as part of the main claim, that ‘Price Lock’ is a policy that promises customers a free month of home internet service if T-Mobile raises the monthly price and the consumer promptly notifies T-Mobile that they are canceling their service.”
T-Mobile has been deeply involved in NAD actions. Last July, for instance, T-Mobile US said it would appeal several decisions made by NAD to challenges brought by AT&T. The actions involved “Phone Freedom” ads that appeared on television and radio and the carrier’s website.
The carrier got better news last November, when Charter said that it would comply with a series of recommendations made by NAD about claims it made about T-Mobile fixed wireless offerings, known as T-Mobile 5G Home Internet and T-Mobile Internet Lite.
