National Advertising Division Recommends Verizon Discontinue or Modify Certain Claims for Satellite-Supported Texting Services

New York, NY – November 7, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division recommended that Verizon Communications Inc. either discontinue certain claims about satellite-supported texting services in remote locations or, alternatively, modify the advertising to clearly and conspicuously disclose the necessary conditions for Verizon customers to use this feature.

Fast-Track SWIFT is an expedited process designed for single-issue advertising cases brought to the National Advertising Division (NAD). T-Mobile argued that Verizon’s advertising reasonably conveyed the message that Verizon offers satellite-supported texting services in remote locations regardless of what phone a Verizon customer has.

The challenged advertising appeared on Verizon’s website and in three commercials, Wonder, Triumph, and Love. Each commercial depicts individuals in a remote location communicating with a loved one and ends with “Text Anywhere via Satellite” and a small font disclosure reading “Satellite connectivity requires select smartphones. Must be outside w/line of sight to satellite; might not work in parts of Alaska.” NAD determined that the disclosure in Verizon’s commercials is not clear and conspicuous and is unlikely to be read and understood by consumers.

On Verizon’s website, prospective customers are informed that they can “text anywhere with satellite” as one of the “get more” benefits offered to Verizon customers. Verizon’s website provides some details about the material conditions of this text by satellite service, however, NAD concluded the disclosures on the website are not clear and conspicuous.  

For these reasons, NAD found Verizon’s advertising reasonably conveys that customers can use satellite-supported texting services in remote locations and not that it is limited to Apple devices that can operate the latest mobile software. Therefore, NAD recommended that:

  • Verizon discontinue the challenged claim, or
  • Modify the advertising to clearly and conspicuously disclose, in close proximity to claims about satellite service in remote locations, that consumers must use or purchase specific new model smartphones and use updated software to access the service.

 

In its advertiser statement, Verizon stated that it “appreciates NAD’s attention to this matter and will comply with the SWIFT 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. This press release shall not be used for advertising or promotional purposes.

 

Subscribe to the Ad Law Insights or Privacy Initiatives newsletters for an exclusive monthly analysis and insider perspectives on the latest trends and case decisions in advertising law and data privacy.

 

 

 

 

Latest Decisions

Decision

National Advertising Division Recommends Verizon Discontinue or Modify Certain Claims for Satellite-Supported Texting Services

New York, NY – November 7, 2024 – In a Fast-Track SWIFT challenge brought by T-Mobile, the National Advertising Division recommended that Verizon either discontinue certain claims about satellite-supported texting services in remote locations or modify them to disclose the necessary conditions for Verizon customers...

Read the Decision Summary
Decision

Following National Advertising Division Challenge, PetIQ Voluntarily Discontinues Certain Claims for NextStar Flea & Tick Topical

New York, NY – November 6, 2024 – Following a National Advertising Division challenge, PetIQ discontinued certain claims for its NextStar Flea & Tick topical flea prevention and treatment product, which appeared on PetIQ’s website, social media, and third-party websites.

Read the Decision Summary
Decision

National Advertising Division Finds Certain Safety Claims for Drunk Elephant Skincare Products Supported; Recommends Modification of Influencer Posts

New York, NY – November 4, 2024 – The National Advertising Division determined certain Drunk Elephant social media claims regarding skincare products being “safe for kids and tweens to use” were supported, but determined that two TikTok video influencer disclosures for Drunk Elephant's B-Goldi...

Read the Decision Summary
Decision

Direct Selling Self-Regulatory Council Recommends Lovvare Discontinue Earnings and Product Performance Claims

McLean, VA – October 28, 2024 – The Direct Selling Self-Regulatory Council (DSSRC) recommended Lovvare, a direct selling company that sells nutritional and wellness products, discontinue product performance and earnings claims made by salesforce members on Facebook and the Lovvare website.

Read the Decision Summary