The National Advertising Division (NAD) of BBB National Programs has issued recommendations for Charter to modify certain claims made about T-Mobile’s fixed wireless offerings, prompting Charter to comply with the suggestions.
Charter, the telecommunications company known for its Spectrum brand, has agreed to comply with the recommendations made by The National Advertising Division (NAD) of BBB National Programs regarding certain claims it made about T-Mobile’s fixed wireless offerings. The NAD reviewed commercials and website claims made by Charter and recommended modifications to ensure accuracy and clarity. Charter has pledged to make the necessary changes to its advertising materials in response to the NAD’s recommendations.
Challenged Claims and Recommendations
In its challenge, T-Mobile disputed claims made by Charter in two commercials titled “Game Time” and “Move Out.” The NAD has recommended that Charter discontinue the claims made in the “Game Time” spot, which suggested that T-Mobile Home Internet services are “spotty” and “glitchy” and deemed them unusable. However, the NAD determined that Charter’s claim that its Spectrum service is typically not glitchy was supported by evidence. Regarding the “Move Out” spot, the NAD recommended modifying the message that T-Mobile Home Internet is too slow for five people to use simultaneously. The NAD suggested clarifying that the statements refer to peak times, rather than general usage.
Website Claims and Recommendations
T-Mobile also challenged Charter’s Home Internet Facts web page. The NAD made several recommendations in response to this challenge. It suggested that Charter discontinue its “Lag that Makes Gamers Rage” banner and modify the “Buffering Will Test Your Patience” banner to clearly state that the claims made are limited to peak congestion hours. The NAD also advised Charter to revise its Speed Reliability Chart to avoid conveying a misleading message about comparative speed reliability. Furthermore, the NAD recommended that Charter make it clear on its Home Internet Facts page that certain comparisons made between the two companies’ offerings do not include T-Mobile 5G Home Internet.
Charter has expressed its intention to comply with the NAD’s recommendations and has welcomed the recognition of its right to distinguish its internet service from T-Mobile’s by highlighting meaningful benefits to consumers. A spokesperson for Charter stated in an email to Telecompetitor, “Charter will comply with NAD’s recommendations.”
NAD Decisions on T-Mobile
While Charter has agreed to comply with the NAD’s recommendations, not all decisions made by the NAD regarding T-Mobile have been favorable to the provider. In July, T-Mobile US announced its plan to appeal NAD decisions on challenges brought by AT&T. The NAD found mostly unsupported claims in T-Mobile’s “Phone Freedom” ads on television, radio, and the company’s website.
Charter has agreed to comply with the recommendations made by the NAD regarding certain claims it made about T-Mobile’s fixed wireless offerings. The NAD’s suggestions aim to ensure accuracy and clarity in Charter’s advertising materials. By making the necessary modifications, Charter aims to provide consumers with a more transparent understanding of the differences between its Spectrum service and T-Mobile’s offerings. As the telecommunications industry continues to evolve, it is crucial for companies to adhere to advertising standards and provide accurate information to consumers.