BBB National Programs’ National Advertising Division (NAD) is recommending that Total Wireless modify its ads to avoid suggesting customers can get both four lines for $25/month and four free 5G phones. Total Wireless is a brand of Tracfone Wireless, a subsidiary of Verizon Communications Inc.
The action comes as the result of a challenge brought by T-Mobile though Fast-Track SWIFT, an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division.
At issue was whether Total Wireless made an unsupported advertising claim that its customers can get both four lines of wireless service for $25 per month and four free 5G phones, as it said in a commercial claiming it “has your back every day,” unlike other prepaid brands such as Metro by T-Mobile.
In the advertisement, a Total Wireless spokesperson says, “We run on the network with America’s fastest 5G speeds for as low as $25 a month. They don’t.” The spokesperson goes on to say that Total Wireless offers a five-year price guarantee, “and, to top it all off, we’ll give you up to four free 5G phones.” Text on the screen states that the four free phones offer is applicable “When you switch to the Total 5G+ Unlimited plan.”
The NAD’s review found that the two offers were delineated visually in the Total Wireless advertising, but the audio was unclear.
NAD determined that the commercial conveys the unsupported message that Total Wireless customers can get both four lines of wireless service for $25 per month and get four free 5G phones regardless of the plan they select, so it requested a modification.
In a statement, Total Wireless said that while it, “disagrees with the decision, it supports industry self-regulation and will comply with NAD’s recommendations in its future advertising.”
Total Wireless has been very aggressive in its promotions. Last year, it offered $15 lines for customers switching from Metro, Mint, and T-Mobile.
