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T-Mobile reprimanded for false advertising by industry watchdog (update: T-Mobile responds)

Nicole Lee
Senior Editor
Updated ·2 min read
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Apparently AT&T isn't the only one thinking that T-Mobile's Uncarrier advertising campaign might be a touch too aggressive. The National Advertising Division, which is administered by the Council of Better Business Bureaus, has put out a statement scolding the magenta carrier for "flawed" advertising claims against its GSM rival. It takes particular issue with the assertion that T-Mobile offers 50 percent more bandwidth than AT&T because it only compares HSPA networks and doesn't take into account the latter's ever-increasing LTE grid. The NAD goes on to conclude that there's "insufficient evidence that AT&T's combined network, including LTE is more (sic) likely to be slowed by congestion than T-Mobile's," suggesting that T-Mobile halt all pronouncements otherwise. If it wishes to continue those claims, the NAD says it should outline the conditions where they would occur, such as the situations, locations or type of phones required to have an advantage.

Further, the NAD recommends that claims such as "most advanced technology" and "faster 4G service" should be discontinued or modified as well as the use of its 4G / 4G LTE coverage maps. It also said that T-Mobile's call quality claim was overly broad. T-Mobile has responded to NAD, stating that it believes it's already communicating its message well, but will take the suggestions into consideration. John Legere, T-Mobile's outspoken CEO, has already taken to Twitter in defense of the company's bold marketing approach. We've reached out to T-Mobile for a statement and will update this post when we get it.

Update: T-Mobile's Chief Marketing Officer, Mike Seivert has seen the NAD's recommendations for T-mo to make some minor modifications to its claims, and while they'll be taken under advisement, his company won't be changing its tune:

NAD's findings are a validation of our marketing approach. In fact, today's NAD findings won't result in any substantial changes to our marketing claims. We will continue to spread the word about our coast to coast 4G coverage, superfast 4G network, and superior call clarity, along with our message of simple, no annual service contract plans, unlimited data and the best upgrade program, JUMP!