Several of Charter Communications’ website advertising claims of its Spectrum Mobile “Unlimited” and “Unlimited Plus” wireless data plans are being supported by BBB National Programs’ National Advertising Division (NAD). NAD’s finding, which was announced today, came after an initial challenge of those claims by Verizon.
The express and implied claims that were challenged indicated that the Spectrum Mobile plans featured “Unlimited talk, text, and data,” which let customers “use all the data you want.” NAD stated that this advertising communicates the idea that the plans’ subscribers could “consistently engage in typical online activities” without any regard to data consumption.
NAD found the challenged claims to be substantiated, but it also recommended that Charter disclose high-speed data limitations “in close proximity” to its “Unlimited” claims in its Spectrum Mobile website advertising.
Charter said it “will comply with NAD’s recommendations regarding its disclosures” by modifying the information on its website.
Some of NAD’s other recent decisions affecting the telecommunications industry have covered broadband speeds as well as conditions for utilizing new services.
In October, AT&T challenged a set of advertising spots by Charter that stated, “Spectrum offers the fastest speeds in more neighborhoods than any other provider.” Although NAD acknowledged that Charter had evidence that it offers faster speeds than other providers in more census blocks, ZIP codes, and broadband service locations, it found that Spectrum did not offer “fastest speeds” in “more neighborhoods.” NAD advised Charter to modify future claims.
Last November, T-Mobile brought a challenge against claims made by Verizon in its advertising about its satellite-supported texting services. NAD said that Verizon should discontinue or modify its advertising claims, that it should “clearly and conspicuously disclose … that consumers must use or purchase specific new model smartphones and use updated software to access the service.”
All BBB National Programs case decision summaries are available in its case decision library.
