The National Advertising Division (NAD) has taken issue with certain claims made by Boost Mobile regarding its 5G network coverage and comparative benefits. In a challenge brought by T-Mobile US, Inc., NAD recommended that Boost Mobile modify or discontinue these claims to avoid conveying unsupported messages about the breadth of its network coverage and benefits.
Boost Mobile offers wireless coverage to 99% of the country's population through a combination of its own 5G wireless network and carrier roaming agreements. However, in some areas, customers may only have access to 4G or LTE coverage due to limitations with its roaming partners' networks. NAD determined that messages reasonably conveyed by these claims included statements about Boost Mobile's network covering 99% of Americans with 5G and offering comparative advantages over competitors.
While Boost Mobile provided evidence supporting 99% nationwide coverage overall, it did not provide a reasonable basis to support claims of 5G coverage reaching the same percentage. Additionally, NAD found that the evidence detailing the benefits of Boost Mobile's network did not support the full breadth of comparative benefits touted in its advertising.
As a result, NAD recommended that Boost Mobile discontinue or modify these challenged claims to avoid conveying unsupported messages about its network coverage and benefits. The decision also addressed claims describing Boost Mobile's network as "new" or "newest," which exceeded Federal Trade Commission Guidance and conveyed a message of comparative performance superiority without supporting evidence.
Boost Mobile has agreed to comply with NAD's recommendations, incorporating the changes into future advertising. This development serves as a reminder for mobile marketers to prioritize transparency and accuracy in their claims, ensuring that their messages align with reality and avoid misleading consumers.
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