The National Advertising Division (NAD) of BBB National Programs, has recommended that DISH stop making claims that customers will save $30 per month when switching to DISH from DIRECTV. The challenge was made by DIRECTV.
According to the press release about the challenge and subsequent recommendation, the NAD took issue with several claims about $30 per month savings from DISH advertising. Statements made by DISH included “Upgrade to DISH and save $30 a month,” “Save up to $30/mo. compared to DIRECTV,” “Save up to 30 bucks,” “I want to save 30 dollars a month on TV like DISH customers,” and “Get DISH and save $30/mo./$350/yr. vs DIRECTV.”
The issue is that the advertising didn’t mention which plans or tiers were being compared. The NAD said that the claims were “appeared in large font without limitation” and that it was only disclosed in small print that the claims were comparing DISH’s AT200 plan and DIRECTV’s Ultimate plan. The NAD asked that DISH clearly disclose which plans are being compared.
While DISH claimed that switching to their service would be an “upgrade,” the advertising also failed to mention major differences in the plans. For example, the DIRECTV Ultimate plan includes regional sports networks, while the DISH AT200 plan does not. The NAD also asked that DISH lay out the differences in the plans being compared.
DISH stated that it disagreed with the decision but “will comply and modify its advertising.”