New York, NY – May 2, 2023 – In a Fast-Track SWIFT challenge brought by AT&T Services, Inc., the National Advertising Division (NAD) of BBB National Programs determined that the claim “Verizon is the number one network choice in public safety,” made by Verizon Communications, Inc. in a commercial for its Verizon Frontline service, is supported.
Verizon Frontline is Verizon’s dedicated wireless network solution for first responders and public safety personnel. Other carriers, including AT&T, also offer their own dedicated public safety network services.
NAD found the challenged claim conveys a message that Verizon’s Frontline product is chosen by more public safety agencies than comparable products of Verizon’s competitors – a message that was supported based on market share data.
At issue for NAD was whether the challenged commercial also conveys the broader superiority message that Verizon’s Frontline product is superior to its competitor’s offerings for public safety because it is more reliable, faster, or otherwise provides superior performance.
After considering the messages reasonably conveyed, NAD determined that the commercial did not convey such a message because it did not “blur” the basis of Verizon’s #1 choice claim with performance superiority.
As a result, NAD determined that the challenged claim that “Verizon is the number one network choice in public safety,” in the context of the commercial in which it appeared, is supported.
In its advertiser statement, Verizon stated that it is “pleased with the decision.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive.
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.
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