National Advertising Review Board Recommends Boost Mobile Discontinue “Unlimited Data” Claim for 4G LTE Data Plans

    NEW YORK, June 16, 2021 /PRNewswire/ — A panel of the Nationwide Promoting Evaluate Board (NARB), the appellate promoting regulation physique of BBB Nationwide Applications, has really useful that Increase Cell discontinue the declare “limitless information” for its “Go Limitless” information plans primarily based on its dedication that Increase Cell failed to supply correct help for using the “limitless information” declare as affordable shoppers perceive that time period.

    The promoting at difficulty, together with sure different claims for Increase Cell’s “Go Limitless” plans, had been challenged by AT&T Providers, Inc. earlier than the Nationwide Promoting Division (NAD). Following NAD’s resolution (Case No. 6882), Increase Cell appealed NAD’s suggestion that its “limitless information” declare be discontinued.

    Within the challenged commercial, Increase Cell promotes a “Go Limitless” plan with 35 GB of 4G LTE information, adopted by limitless 2G information. These plans are decreased, or “throttled” from 4G LTE to 2G information speeds for the rest of the month after the shopper reaches the month-to-month information cap. The commercial ends with the next assertion, “After month-to-month information allotment is exceeded, you can be decreased to 2G information speeds for the rest of the month.”

    The NARB panel concluded that throttling to 2G makes commonplace information operations just about unusable, in distinction with shopper expectations about how the supply of “limitless information” permits them to make use of their telephones. Beneath these circumstances, the panel decided that no degree of further disclosure would justify using “limitless information” to explain the Increase Cell “Go Limitless” plans. Thus, the panel adopted NAD’s suggestion that the “limitless information” declare be discontinued.

    Increase Cell acknowledged that it “helps the self-regulatory course of and can adjust to NARB’s resolution, though it disagrees with the Panel’s conclusions.”

    All BBB Nationwide Applications case resolution summaries might be discovered within the case resolution library. For the full textual content of NAD, NARB, and CARU selections, subscribe to the on-line archive

    About BBB Nationwide Applications: BBB Nationwide Applications is the place companies flip to reinforce shopper belief and shoppers are heard. The non-profit group creates a fairer taking part in discipline for companies and a greater expertise for shoppers via the event and supply of efficient third-party accountability and dispute decision applications. Embracing its function as an impartial group for the reason that restructuring of the Council of Higher Enterprise Bureaus in June 2019, BBB Nationwide Applications right this moment oversees greater than a dozen main nationwide business self-regulation applications, and continues to evolve its work and develop its impression by offering enterprise steering and fostering greatest practices in arenas reminiscent of promoting, child-directed advertising, and privateness. To be taught extra, go to

    Concerning the Nationwide Promoting Evaluate Board (NARB): The Nationwide Promoting Evaluate Board (NARB) is the appellate physique for BBB Nationwide Applications’ promoting self-regulatory applications. NARB’s panel members embrace 87 distinguished volunteer professionals from the nationwide promoting business, companies, and public members, reminiscent of lecturers and former members of the general public sector. NARB serves as a layer of impartial business peer evaluate that helps engender belief and compliance in NAD, CARU, and DSSRC issues. 

    SOURCE BBB Nationwide Applications

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