Verizon has been directed to clarify its advertising claims after a complaint from T-Mobile regarding its satellite texting service and network size. The National Advertising Division (NAD), an industry watchdog, found some of Verizon’s marketing to be ambiguous and has urged the company to improve transparency for consumers. The NAD reviewed Verizon’s slogan, “conquering dead zones with satellite,” and determined it isn’t misleading on its own.
However, the division emphasized the need for clearer disclosures. Specifically, it highlighted that Verizon must inform consumers that its satellite texting service is only available on select new phone models and only under certain conditions. In addition to the satellite texting issue, T-Mobile challenged Verizon’s assertion of being “America’s largest network.” Verizon has justified this claim based on the number of postpaid subscribers, but T-Mobile contended that this language could mislead consumers into believing it refers to the network’s coverage area or geographic reach.
The NAD advised Verizon to clarify what it truly means by “largest,” indicating that the term could lead to confusion among consumers. According to a press release from the NAD, the term “largest network” may convey different interpretations to consumers. Additionally, it pointed out that the phrase “postpaid phone connections” may not effectively communicate that it refers specifically to Verizon subscribers.
In response to the NAD’s recommendations, Verizon has stated it will comply. While the NAD does not have enforcement powers, companies typically heed its guidance to prevent potential legal or regulatory challenges. For consumers, this decision suggests that Verizon’s advertisements may soon provide clearer information regarding its satellite texting service and its claim of having the “largest network.”
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