"DirecTV had challenged claims made in certain TV commercial, website, and social media regarding customers' savings when switching to DISH, including "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 ads referenced the general brands of DirecTV and DISH, without mention of specific service tiers. The main claim, "Save up to $30/mo. Get 3 months free," appeared in large font without further explanation or disclaimer. In small print was the disclosure that the intended price comparison was between DISH's AT200 plan and DirecTV's Ultimate plan appeared only in small print, which NAD determined was not sufficient."
The National Advertising Division recommended that DISH discontinue or modify advertising claims asserting customers save up to $30 per month by switching from DirecTV. DirecTV brought a Fast-Track SWIFT challenge targeting specific TV, website, and social media statements. The challenged ads named the brands but did not identify service tiers, and a prominent "Save up to $30/mo. Get 3 months free" claim lacked adequate explanation. A small-print disclosure comparing DISH's AT200 plan to DirecTV's Ultimate plan was judged insufficient. DISH said it disagrees with NAD's conclusion but will comply and modify its advertising.
Read at Telecompetitor
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