The BBB National Programs’ National Advertising Division (NAD) issued a decision on Thursday that urges Verizon’s prepaid brand Total Wireless to modify a certain commercial advertisement related to its free wireless phone offerings.
The ad suggests customers can take advantage of an opportunity to receive four free 5G-capable wireless phones when they purchase four unlimited lines of service for $25 per month. In reality, customers can receive four free 5G phones if they purchase the Total 5G Plus Unlimited plan, which costs more than $25 per month.
The NAD found that visual cues in the advertisement make clear that the free 5G phone offering is contingent upon a customer purchasing a more-expensive plan, and that the $25 per line, per month for as many as four wireless lines is a separate deal. But the audio track on the commercial spot does not make this clear, and the NAD has urged Total Wireless to modify the ad spot to make the separation of the two offerings more clear.
In a statement, Total Wireless said it disagreed with the outcome of the case, but would modify its claims in future advertising. It was not clear if Verizon intends to pull the problematic spot in question.
The case was brought to NAD by T-Mobile’s prepaid brand Metro by T-Mobile using the organization’s Fast-Track SWIFT practice, which allows all sides to weigh in on a matter through an accelerated timeline, giving NAD the ability to reach a decision quicker than its usual process.
The NAD is supported by a number of retail goods and service companies, and is part of the industry’s approach to self-regulation in advertising.
