NEW YORK—The National Advertising Division of the Council of Better Business Inc. reported Nextel Communications Inc. has properly qualified and limited its “works around the world” claim for its wireless service, putting consumers on notice that its network is not accessible in each and every country in the world.
NAD said the change was needed following a consumer complaint that Nextel’s advertising raised the expectation that its service was in the widest range of countries, but felt misled by the claim when he was unable to place a call in five of the seven countries that he tried and in Utah.
Nextel noted the claim in question is “clearly and conspicuously qualified,” by clarifying that the phone can be used in “over 75 countries,” a claim NAD said effectively conveyed to consumers that, while clearly extensive, the service is not available in every country. NAD also determined that in the context of the advertising, a reasonable interpretation of “around the world” coverage means coverage in a significant portion of the world.
“Nextel agrees with NAD’s decision regarding the merits of the advertising complaint [and] will endeavor to contact the complainant to address any other issue he may have,” NAD said in a statement.
