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T-Mobile asked to stop advertising ‘price lock’ guarantee that doesn’t lock your prices

Illustration of the T-Mobile logo on a tan and black background.
Illustration by Alex Castro / The Verge

T-Mobile has been asked to stop advertising its “Price Lock” policy for its 5G internet service just months after raising prices. On Monday, the National Advertising Division (NAD) recommended that T-Mobile discontinue or modify the claim to explain how it “differs from a ‘price lock.’”

The NAD is part of the nonprofit BBB National Programs that evaluates claims presented in the ads industry. AT&T brought the challenge against the Price Lock claim, which appeared in numerous advertisements in print, online, and TV. In each instance, the description below the Price Lock claim says, “Get your last month of service on us if we ever raise your internet rate.” The NAD argues that this disclosure contradicts the main message of the “Price…

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