T-Mobile can no longer advertise a ‘Price Lock’ if it doesn’t lock prices (Update: Statement)
- AT&T highlighted several T-Mobile advertisements around its “Price Lock” guarantee to the US National Advertising Division (NAD).
- The NAD concluded that the policy description’s fine print contradicted the main “Price Lock” claim, and hence, T-Mobile has to discontinue or modify its policy to explain how it differs from a price lock.
- T-Mobile has stated that it will comply with the NAD’s decision.
Update, June 19, 2024 (01:00 AM ET): A T-Mobile spokesperson has provided the following statement to us on this matter:
We believe the challenged ads clearly communicated our generous Price Lock benefit, which offers customers on eligible rate plans the opportunity to get their final month’s service charges paid by us if their price changes and they let us know they’ve chosen to leave. We will continue to offer Price Lock to customers but will take the NAD’s recommendations for clarifying the offer into consideration.
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