T-Mobile asked to modify 5G internet service ads by National Advertising Division

According to The Verge, the National Advertising Division (NAD) has requested T-Mobile to adjust its advertisements regarding the carrier’s “Price Lock” guarantee for its 5G internet service. This request came after T-Mobile raised the price of the service earlier this year. The issue was brought to NAD’s attention by rival carrier AT&T, which is part of the non-profit BBB National Programs that verify claims made in advertisements.

Key points from the article:

– T-Mobile’s ads featured the “Price Lock” claim on print, television, and online platforms.
– Consumers were promised their last month of service paid for if T-Mobile increased the price.
– NAD found this claim contradictory as it did not truly lock in a customer’s price but only offered one free month of service.
– NAD suggested two options for T-Mobile: either clarify the “Price Lock” claim in ads or stop mentioning it altogether.

Previously, T-Mobile promoted the “Price Lock” feature as a guarantee not to raise monthly prices for subscribers. However, this year, they changed it to offer new customers one free month of service in case of a price hike. This free month would cover a subscriber’s final month if they decided to switch from T-Mobile due to increased prices.

T-Mobile has stated its intention to comply with NAD’s decision while defending that its ads effectively communicate the terms of its Price Lock policy. Apart from raising 5G internet service prices, criticism arose when T-Mobile increased prices for some legacy plans last month.

Phones Canada will continue to monitor updates on this situation and provide relevant information as it unfolds on our blog. Stay tuned for more news and insights on telecommunications trends and industry developments.