National Advertising Division Finds “Verizon Is the Number One Network Choice in Public Safety” Claim in Verizon Frontline Commercial Supported
New York, NY – May 2, 2023 – In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) of BBB National Programs determined that the claim “Verizon is the number one network choice in public safety,” made by Verizon Communications, Inc. in a commercial for its Verizon Frontline service, is supported.
Verizon Frontline is Verizon’s dedicated wireless network solution for first responders and public safety personnel. Other carriers, including AT&T, also offer their own dedicated public safety network services.
NAD found the challenged claim conveys a message that Verizon’s Frontline product is chosen by more public safety agencies than comparable products of Verizon’s competitors – a message that was supported based on market share data.
At issue for NAD was whether the challenged commercial also conveys the broader superiority message that Verizon’s Frontline product is superior to its competitor’s offerings for public safety because it is more reliable, faster, or otherwise provides superior performance.
After considering the messages reasonably conveyed, NAD determined that the commercial did not convey such a message because it did not “blur” the basis of Verizon’s #1 choice claim with performance superiority.
As a result, NAD determined that the challenged claim that “Verizon is the number one network choice in public safety,” in the context of the commercial in which it appeared, is supported.
In its advertiser statement, Verizon stated that it is “pleased with the decision.”
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.
National Advertising Review Board Recommends Modifications to T-Mobile Home Internet “Fast,” “High-Speed,” and “Reliable” Claims
New York, NY – May 25, 2023 – A panel of the National Advertising Review Board (NARB) found that T-Mobile‘s express 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...
National Advertising Division Recommends Clearer Disclosure of Affiliate Advertising Relationships for Renue by Science Dietary Supplements
New York, NY – May 25, 2023 – The National Advertising Division (NAD) recommended Renue by Science modify disclosures of affiliate relationships and modify or discontinue challenged YouTube videos to disclose the advertiser’s relationship to the speaker.
National Advertising Division Finds HelloFresh “Flexible Plans” Claim Supported; Recommends Clear and Conspicuous Disclosure of “16 Free Meals” Material Terms
New York, NY – May 24, 2023 – The National Advertising Division (NAD) determined that HelloFresh supported the claim “Flexible Plans, Less Hassle: Add extra meals to any week’s order, change your delivery day or menu preferences, skip a week or cancel anytime” for its...
Direct Selling Self-Regulatory Council Recommends Juice Plus+ Discontinue Certain Earnings and Health-Related Product Claims
McLean, VA – May 23, 2023 – The Direct Selling Self-Regulatory Council (DSSRC) recommended that Juice Plus+ modify or discontinue certain earnings and health-related product performance claims. These claims were made by Juice Plus+, a direct selling company that sells fruit and vegetable juice extract supplements, as...