Verizon has agreed to modify its advertisements following a complaint from T-Mobile to the National Advertising Division (NAD). The NAD is responsible for overseeing national advertising to ensure that claims made are truthful and verifiable.
Recently, T-Mobile highlighted concerns regarding specific Verizon ads that mentioned its satellite texting service and network size. After reviewing the complaints, the NAD concluded that while some of Verizon’s claims were substantiated, improvements were needed for clarity in certain ads.
For instance, the NAD found that Verizon’s commercials promoting “conquering dead zones with satellite” were not misleading. However, they emphasized that the advertisements should specify that this feature is limited to select new phone models and specific conditions.
T-Mobile also expressed concern about Verizon’s claim of being “America’s largest network.” While this may hold true in terms of postpaid subscribers, T-Mobile argued it could mislead consumers to interpret it as a statement regarding geographic coverage.
The NAD recommended that Verizon clarify what “largest” means in this context since the term can be interpreted differently by various consumers. In its evaluation, the NAD noted the ambiguity of Verizon’s use of terms like “largest network,” suggesting that it could create confusion about what is being represented.
Additionally, the NAD pointed out that some viewers might not understand that “postpaid phone connections” refers specifically to Verizon subscribers. In the past, T-Mobile has similarly raised issues with Verizon’s advertisements, leading to previous recommendations for modifications from the NAD.
In response to the latest findings, Verizon has committed to complying with the NAD’s recommendations to ensure clearer communication in its advertising.