Some may remember that Sprint launched a campaign in which it offered to cut the bills of mobile users who switch to its network in half. Well, another major wireless carrier in America, T-Mobile, challenged Sprint’s claim to do just that. And now, the National Advertising Division (NAD), a self regulatory body for advertising parties, has decided that Sprint was not able to clearly and sufficiently air its basis for comparison. The NAD has now advised Sprint to either fix its ad campaign, or cease doing it altogether.
How exactly did T-Mobile challenge Sprint’s claim? Its main argument lies in the implied claim that mobile users could enjoy 50 percent off of any existing plan currently offered by T-Mobile if they decide to switch allegiances to Sprint. T-Mobile pointed out that the claim actually only applies to certain plans from T-Mobile, and not to all of them. Moreover, T-Mobile also had some issues with the fact that Sprint actually charges an activation fee in the amount of $36 for each line of service, but this bit of information was never mentioned in any one of the ads in Sprint’s cut your bill in half campaign.
Of course, in launching its cut your bill in half campaign, Sprint had made sure to supply specific terms and conditions. However, upon examining the fine print that went along with the ads, the NAD has deliberated that they were not adequate. The decision by the NAD applies to all in-store ads deployed by Sprint, as well as to all ads aired on TV.
Through an emailed statement, T-Mobile has since expressed its approval of the decision made by the NAD, and at the same time, in a rather spirited tone (this is T-Mobile, after all), called its rival out for promising savings to customers who may not actually get to enjoy them.
As for Sprint, even while the NAD was in the process of reviewing its cut your bill in half campaign, the wireless carrier had already notified the agency that it had stopped the campaign permanently, and is looking to comply with whatever recommendations the NAD makes with regards to the matter.
Sprint had introduced its special offer in November of last year, basically bringing back a promo it debuted in 2014. In January early this year, the wireless carrier decided to extend the deal until the succeeding month. Sprint had offered to apply the 50 percent bill discount from the time of activation until January of 2018.
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