Earlier this month the National Advertising Division recommended that Mint stop or modify its claim that its service is “now just $15 a month” because it could be misleading to customers. Now its also telling Mint to stop “disparaging Verizon claims” in its ad.s
This comes as Verizon and others have filed complaints to the BBB over Mint Mobile’s advertising. The National Advertising Division of the BBB said that Mint Mobile did not adequately support these broad, disparaging messages. Because of that NAD recommended that it discontinue the claims:
- “Ver!zon Victim finally catching on to their shadiness.”
- “Ver!zon employee trying to convince you that paying for streaming services you used to get for free is a good thing.”
- “POV: “Ver!zon distracting us so we don’t realize they are now charging for perks.”
- “Ver!zon Victim, “Beware of the Bundlef*!”
- “What a Bundlef*! “Ver!zon’s ‘perks’ are now on you. Don’t let them stream you along.”
The NAD also recommended that Mint Mobile discontinue the claim that it “cut[s] out the cost of retail service and passed those sweet savings directly to you” because it did not provide sufficient evidence demonstrating that it in fact “passes along” savings to consumers.
Mint Mobile, now a unit of T-Mobile after it was acquired in March in a $1.35 billion deal, is one of the fastest growing prepaid providers, thanks in part to its slick marketing campaign built around investor and actor Ryan Reynolds. AT&T, a longtime rival to T-Mobile, raised the issue with the NAD. Ads featuring the Deadpool star are a mainstay of YouTube, with the claim being the center piece of video, banner and TV ads.
Mint said in the NAB statement that it plans to appeal the decision and said it will also appeal the ruling that it should stop advertising a $15 a month unlimited plan.
A Mint spokesman wasn’t immediately available to provide additional comment.