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New York, NY – March 25, 2025 – In a Fast-Track SWIFT challenge brought by T-Mobile US, Inc., BBB National Programs’ National Advertising Division found Verizon Wireless Inc.’s advertising claim that its Frontline service is “the network that truly prioritizes first responders” is supported and does not convey a message of exclusivity.
Fast-Track SWIFT is an expedited process for single-issue advertising cases reviewed by the National Advertising Division (NAD).
T-Mobile challenged two Verizon Frontline commercials, asserting they misleadingly suggest Verizon is the only network that prioritizes first responders. It argued that all three major carriers provide such services, including their own, which features advanced technology dedicated to first responders.
At issue for NAD was whether the claim “the network that truly prioritizes first responders” conveys an unsupported message that Verizon Frontline is the exclusive provider of this service.
NAD determined that in the context of the challenged advertising, the phrase “the network that truly prioritizes first responders” does not reasonably convey a message that Verizon Frontline is the exclusive network that prioritizes first responders while other networks do not.
In its advertiser statement, Verizon stated 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. Per NAD/NARB Procedures, this release may not be used for promotional purposes.
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.
