National Advertising Division Finds Verizon’s “The Network that Truly Prioritizes First Responders” Claim Supported
New York, NY – March 25, 2025 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division found Verizon Wireless Inc.’s advertising claim that its Frontline service is "the network that truly prioritizes first responders" is supported and does not convey a message of exclusivity.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
T-Mobile challenged two Verizon Frontline commercials, asserting they misleadingly suggest Verizon is the only network that prioritizes first responders. It argued that all three major carriers provide such services, including their own, which features advanced technology dedicated to first responders.
At issue for NAD was whether the claim “the network that truly prioritizes first responders” conveys an unsupported message that Verizon Frontline is the exclusive provider of this service.
NAD determined that in the context of the challenged advertising, the phrase “the network that truly prioritizes first responders” does not reasonably convey a message that Verizon Frontline is the exclusive network that prioritizes first responders while other networks do not.
In its advertiser statement, Verizon stated 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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
T-Mobile challenged two Verizon Frontline commercials, asserting they misleadingly suggest Verizon is the only network that prioritizes first responders. It argued that all three major carriers provide such services, including their own, which features advanced technology dedicated to first responders.
At issue for NAD was whether the claim “the network that truly prioritizes first responders” conveys an unsupported message that Verizon Frontline is the exclusive provider of this service.
NAD determined that in the context of the challenged advertising, the phrase “the network that truly prioritizes first responders” does not reasonably convey a message that Verizon Frontline is the exclusive network that prioritizes first responders while other networks do not.
In its advertiser statement, Verizon stated 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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.