T-Mobile advised to stop using ‘fast’ and ‘reliable’ in FWA ads

The National Advertising Division (NAD) of BBB National Programs told T-Mobile to stop claiming its T-Mobile Home Internet service is “fast” and “reliable.” Of course, that didn’t go over well at T-Mobile, which is appealing parts of the NAD decision that came after a complaint was lodged by rival Comcast. NAD told T-Mobile to discontinue claims that its home internet service is “fast” or “high speed” or modify its advertising to avoid conveying a message that the service will be “fast” or “high speed” for all fixed wireless access (FWA) customers. T-Mobile Home Internet (T-HINT) customers experience “a range of speeds,” NAD said, concluding that T-Mobile did not provide sufficient evidence to conclude that all T-HINT customers receive speeds above the Federal Communication Commission's standards for high-speed broadband internet and thus did not provide a reasonable basis of support for its “fast” or “high-speed” claims. As for the reliability claims, NAD found that, in context, T-Mobile’s claims that T-HINT is “reliable” may convey the messages that T-HINT customers will maintain a dependable internet connection and that T-HINT “consistently delivers fast speeds and service without disruption.”