New York, NY – February 13, 2025 – National Programs’ National Advertising Division recommended that Total Wireless, a brand of Tracfone Wireless, a subsidiary of Verizon Communications Inc., modify its ads to avoid suggesting customers get both four lines for $25/month and four free 5G phones.
Fast-Track SWIFT is an expedited challenge process designed for single-issue advertising cases brought to the National Advertising Division (NAD). At issue was whether Total Wireless made an unsupported claim that its customers can get both four lines of wireless service for $25 per month and four free 5G phones.
Total Wireless aired a commercial claiming it “has your back every day,” unlike other prepaid brands such as Metro by T-Mobile. The spokesman says, “Fact them,” with screen text restating the qualifying conditions for each offer: “We run on the network with America’s fastest 5G speeds for as low as $25 a month. They don’t,” that Total Wireless offers a five-year price guarantee, as well as “and to top it all off, we’ll give you up to four free 5G phones,” with text on screen that qualifies the four free phones is applicable “When you switch to the Total 5G+ Unlimited plan.”
After review, NAD found that though the visual cues in the commercial delineate the offers, the audio does not.
In addition, when presenting the last offer, NAD determined that the phrase, “and to top it all off, we’ll give you up to four free 5G phones,” implies the last part of a single offer. However, the audio does not indicate that Total Wireless offers different plan tiers and that the available benefits may depend on the particular plan that the consumer selects.
Therefore, NAD determined that the commercial conveys the unsupported message that Total Wireless customers can get both four lines of wireless service for $25 per month and get four free 5G phones regardless of the plan they select, and recommended Total Wireless modify its advertising to avoid conveying such a message.
In its advertiser statement Total Wireless stated that while it, “disagrees with the decision, it supports industry self-regulation and will comply with NAD’s recommendations in its future advertising.”
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About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
