T-Mobile

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 Freedomads 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.

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