AT&T yesterday sued the advertising industry’s official watchdog over the group’s demand that AT&T stop using its rulings for advertising and promotional purposes.
As previously reported, BBB National Programs’ National Advertising Division (NAD) found that AT&T violated a rule “by issuing a video advertisement and press release that use the NAD process and its findings for promotional purposes,” and sent a cease-and-desist letter to the carrier. The NAD operates the US advertising industry’s system of self-regulation, which is designed to handle complaints that advertisers file against each other and minimize government regulation of false and misleading claims.
While it’s clear that both AT&T and T-Mobile have a history of misleading ad campaigns, AT&T portrays itself as a paragon of honesty in new ads calling T-Mobile “the master of breaking promises.” An AT&T press release about the ad campaign said the NAD “asked T-Mobile to correct their marketing claims 16 times over the last four years,” and an AT&T commercial said T-Mobile has faced more challenges for deceptive ads from competitors than all other telecom providers in that time.
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