Verizon Communications says it will comply with the BBB National Programs’ National Advertising Division’s (NAD) recommendation that it discontinue or modify claims made in its advertising about its satellite-supported texting services.
The assessment and recommendations are part of a Fast-Track SWIFT challenge brought by T-Mobile. This is an expedited process designed for single-issue advertising cases.
The challenge was raised against claims made on Verizon’s website and three commercials (entitled “Wonder,” “Triumph,” and “Love”), each ending with the tagline “Text Anywhere Via Satellite.”
A disclosure in a small font at the end of the commercials says that “[s]atellite connectivity requires select smartphones. Must be outside w/line of sight to satellite; might not work in parts of Alaska.”
The NAD finding was that the disclosure in the commercials was not clear and conspicuous, and was unlikely to be read or understood by consumers. NAD said that the Verizon website claims that consumers can “text anywhere with satellite” and that this was one of its “get more” benefits. Some details were included, but NAD found that they, too, are not clear and conspicuous.
NAD said that Verizon should discontinue or modify its advertising claims. It should “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.”
NAD has been active in recent months.
In late August, NAD found that Verizon had provided a reasonable basis for some of its claims about its Home Internet, but recommended that it discontinue or modify others. The challenge was brought by Charter Communications. Verizon said it would comply with the decision.
In July, NAD found that an AT&T ad for its Supplemental Coverage from Space (SCS) service implied that it is available — despite the fact that it was not at that time. T-Mobile brought the challenge against an ad entitled “Epic Bad Golf Day,” featuring actor Ben Stiller. AT&T said it would appeal the decision.
