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The NAD is part of the nonprofit BBB National Programs that evaluates claims presented in the ads industry. AT&T brought the challenge against the Price Lock claim, which appeared in numerous advertisements in print, online, and TV. In each instance, the description below the Price Lock claim says, \u201cGet your last month of service on us if we ever raise your internet rate.\u201d The NAD argues that this disclosure contradicts the main message of the \u201cPrice Lock\u201d claim, as T-Mobile really isn\u2019t locking in a customer\u2019s price and will only guarantee them one month of free service if T-Mobile raises their bill. <\/p>\n<\/div>\n
The NAD recommends that T-Mobile change its claim to explain this or stop advertising it completely. In the past, T-Mobile often advertised certain internet and mobile plans as coming with a Price Lock guarantee, which is supposed to prevent T-Mobile from raising a customer\u2019s monthly price after signing up. <\/p>\n<\/div>\n
However, T-Mobile changed this policy for new customers in January<\/a> to only offer one month of free service in the event of a price increase. Around the same time, T-Mobile increased the price of its 5G home internet service. It later raised prices across its mobile plans<\/a>. T-Mobile plans to comply with the NAD\u2019s decision, but it told the NAD that the ads in question \u201cappropriately communicate the generous terms of its Price Lock policy.\u201d<\/p>\n<\/div>\n