In Fast-Track SWIFT Challenge, National Advertising Division Finds Verizon Wireless Pricing Disclosures Adequate
New York, NY – April 8, 2026 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division determined that Verizon Communications Inc. provided adequate disclosure of a future price increase in connection with its “four lines for $25/line” wireless service offer.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
At issue for NAD was whether Verizon’s video and online advertising adequately disclosed that its $25 per line pricing is a 36-month promotional rate that increases to $30 per line after the promotional period.
NAD found that, unlike short-term "teaser" offers that lead to dramatic price hikes after only a few months, the three-year price and future increase aligns with reasonable consumer expectations that wireless rates may adjust over the long term.
As the offer was not coupled with a "perpetual guarantee" or messaging suggesting the price would never change, NAD determined that the future $5 per month per line increase was not a material term requiring more prominent disclosure than what Verizon already provided. Therefore, NAD concluded that the challenged advertising required no modification to the disclosures.
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.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
At issue for NAD was whether Verizon’s video and online advertising adequately disclosed that its $25 per line pricing is a 36-month promotional rate that increases to $30 per line after the promotional period.
NAD found that, unlike short-term "teaser" offers that lead to dramatic price hikes after only a few months, the three-year price and future increase aligns with reasonable consumer expectations that wireless rates may adjust over the long term.
As the offer was not coupled with a "perpetual guarantee" or messaging suggesting the price would never change, NAD determined that the future $5 per month per line increase was not a material term requiring more prominent disclosure than what Verizon already provided. Therefore, NAD concluded that the challenged advertising required no modification to the disclosures.
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.