The T-Mobile advertising for its home Internet service has provoked a reaction from the National Advertising Division (NAD) of BBB National Programs. The agency has told T-Mobile to stop using “fast” and “reliable” terms for describing its home Internet service.
According to Fierce Wireless, the advice from NAD came after the rival company Comcast filed a complaint against T-Mobile advertisements. The NAD is now asking T-Mobile to modify its ads, so it doesn’t seem like the Internet service is a “fast” or “high speed” for all fixed wireless access (FWA) customers.
Of course, NAD found no issues in other advertisement taglines from T-Mobile, like “your price is locked in,” because the company hasn’t increased the price of its home internet services.
T-Mobile should not call its Internet service “fast” or “high speed,” according to NAD advice
The reason behind NAD’s advice to T-Mobile is the agency found that T-Mobile customers are experiencing “a range of speeds,” and the speed is not fixed for all of them. Additionally, the telecommunication company couldn’t support its “fast” or “high-speed” claims because there is no evidence that the customer’s Internet speed is beyond the FCC’s standards for high-speed broadband internet.
“NAD determined that T-Mobile’s advertising does not distinguish T-HINT from wired internet like cable because the advertising does not clearly communicate that T-HINT provides internet on the same mobile wireless network that T- Mobile smartphones run on,” NAD said.
NAD is also asking T-Mobile to reconsider its reliability claims because it might seem that T-Mobile Home Internet (T-HINT) “consistently delivers fast speeds and service without disruption.”
In response, T-Mobile released a statement and said it would appeal parts of the NAD’s decision. Also, the company disagrees with the finding that it couldn’t support the reliability claims.
T-Mobile is currently one of the leading companies in expanding 5G through the United States. Its Home Internet service is also gaining popularity because of no sudden price hikes and no data caps. The company also launched an “un-carrier” campaign to connect more people to the Internet at a lower cost.