iCrowd Newswire
26 May 2023, 01:02 GMT+10
New York, NY - May 25, 2023 - A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, found that T-Mobile's express "fast," "high-speed," and "reliable" claims for T-Mobile Home Internet (T-HINT) are supported, but recommended certain modifications to the claims so consumers understand the context in which they will receive internet service and the type of performance to expect through T-HINT.
T-HINT provides home internet access through the same wireless networks T-Mobile provides its cellular phone service.
T-Mobile appealed NAD's recommendations in (Case No. 7140) to discontinue or modify its "fast" and "high-speed" claims and discontinue its "reliable" claim for T-HINT. The advertising at issue had been challenged by Comcast Cable Communications Management, LLC.
The NARB panel concluded that T-Mobile provided a reasonable basis for its express "fast" and "high-speed" claims because T-Mobile uses the data to meet its FCC-required product disclosures and a T-Mobile business executive attested that T-HINT is only sold to customers who will receive download speeds of at least 25 megabits per second and upload speeds of at least 3 Mbps. The panel likewise concluded its express monadic "reliable" claim was supported by evidence in the record.
However, the NARB panel found that the "high-speed" or "fast" claims imply that consumers will experience speed performance akin to consumers' experience with wired broadband service which delivers consistent speed with little variation - a message that was not supported as mobile home internet technology introduces substantial fast speed variability into network performance that is unlike wired internet speed performance.
Further, the NARB panel determined that T-Mobile's "reliable" claim implies service dependability akin to wired home internet service, which requires more robust support than T-Mobile provided.
Therefore, the NARB panel recommended T-Mobile:
T-Mobile stated that it appreciates the NARB panel's "careful review and determination that T-Mobile provided a reasonable basis and reliable support for its express claims" that T-HINT is "fast," "high-speed" and "reliable," and that, while it disagrees that "these supported express monadic claims "need further disclosures in order to avoid implying consistent speed and dependability claims, T-Mobile supports the self-regulatory process and will take NARB's recommendation into account in future advertising."
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs' advertising self-regulatory programs. NARB's panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.
See Campaign: https://bbbnp.org
Name: Jennie RosenbergEmail: jrosenberg@bbbnp.orgJob Title: Media Relations
Tags:Financial Content, Reportedtimes, IPS, PR-Wirein, Nexis Newswire, CE, Go Media, Google News, iCN Internal Distribution, Extended Distribution, EnglishGet a daily dose of Philadelphia Herald news through our daily email, its complimentary and keeps you fully up to date with world and business news as well.
Publish news of your business, community or sports group, personnel appointments, major event and more by submitting a news release to Philadelphia Herald.
More InformationNEW YORK, New York - U.S. stocks spent most of Tuesday meandering, with the major indices closing out the day ...
DEARBORN, Michigan: This week, Ford said a six-week United Auto Workers (UAW) strike cut its sales by some 100,000 vehicles ...
WASHINGTON D.C.: This week, the Biden administration adopted a new rule aimed at reducing methane emissions, which targets the role ...
AUSTIN, Texas: During an event held this week in Austin, Texas, Tesla CEO Elon Musk said the electric vehicle (EV) ...
NEW YORK, New York - U.S. stocks closed mixed on Monday following on from last week's volatility."Digestion is the word ...
REDMOND, Washington: Microsoft President Brad Smith said there is no chance of super-intelligent artificial intelligence (AI) being developed within the ...
The U.S. has supplied Israel with scores of BLU-109 bunker-buster bombs since October 7, the Wall Street Journal has reported, ...
WASHINGTON D.C.: This week, the Biden administration announced a proposal by the Environmental Protection Agency (EPA) that would require U.S. ...
TOKYO, Japan: Japan's space agency recently fell victim to a cyberattack, but reassuringly, the compromised information did not pertain to ...
MOUNT PLEASANT, Michigan: This week, a judge sentenced a Michigan man who kept his dead wife's body in a freezer ...
ATLANTA, Georgia: After two consecutive years of declines mainly caused by the COVID-19 pandemic, babies born in the U.S. in ...
The number of soldiers in the Israeli army killed in the current Israel-Hamas war has topped 400. Three hundred and ...