"NARB agreed with NAD about T‑Mobile's claims-such as: "If customers can see the sky, they're connected" and "no matter where you are, you will never miss a moment"—imply universal satellite coverage, which it found unsupported by evidence."
"NAD found consumers, who may not understand emerging satellite technology, could easily be misled by such absolute coverage claims."
"NARB recommends T‑Mobile stop using the challenged express claims and should revise its advertising to avoid implying 100 per cent coverage everywhere, including all areas with sky visibility."
The National Advertising Review Board (NARB) upheld a challenge by the National Advertising Division (NAD) against T-Mobile's T-Satellite service advertising claims. T-Mobile's statements such as "If customers can see the sky, they're connected" and "no matter where you are, you will never miss a moment" were found to imply universal satellite coverage without adequate evidence. The boards determined that consumers unfamiliar with satellite technology could be misled by absolute coverage claims. NARB recommended T-Mobile discontinue these specific claims and revise advertising to avoid suggesting 100 percent coverage everywhere, including all areas with sky visibility. T-Mobile agreed to comply with the recommendations.
Read at Mobile World Live
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