T-Mobile to Comply with Ad Watchdog’s Finding on Price Lock Ads

T-Mobile says it will comply with an advertising watchdog’s recommendation that the company discontinue or adjust its price lock claims for its Internet service in response to a challenge brought by AT&T. The watchdog, BBB’s National Programs National Advertising Division (NAD), uses these challenges to self-regulate service providers’ advertising claims. In this case, it recommended that T-Mobile “explain how T-Mobile’s ‘Price Lock’ policy differs from a ‘price lock’ which locks the price for the term of a service.” The advertising in question, which appears in print, online and on television, features actors Zach Braff, Donald Faison, and Jason Momoa. The text promises a free month of service if T-Mobile raises its prices and certain conditions are met. The use of the term “price lock” could be misleading as it is not consistent with the generally accepted definition of a price lock, the watchdog said.