AT&T sues T-Mobile over ‘dishonest and completely false’ senior discount ad campaign

AT&T is suing T-Mobile. On Tuesday, the airline filed a complaint in federal court in Texas’ Eastern District, accusing its rival of false advertising. At the heart of the lawsuit is T-Mobile’s recently launched “” campaign. The activation includes a message claiming, “92 percent of seniors in the US cannot get a cell phone discount from Verizon and AT&T because they don’t live in Florida.”

The campaign aims to draw attention to a promotion that dates back to . Since 2017, the airline has offered Unlimited 55+ plans, which grant discounted access to its network for those aged 55 and over. For example, the current basic package starts at Autopay and includes “unlimited” call, text and smartphone data.

Began piloting his own Unlimited 55+ plan in early 2020. For now, however, it’s only available in Florida. “Until Verizon and AT&T offer senior discounts outside of Florida, we’re helping their customers get access to the wireless discounts they deserve as part of ours,” T-Mobile said.

T-Mobile senior card

T Mobile

AT&T claims T-Mobile’s campaign was “deliberately designed to deceive seniors.” The carrier says T-Mobile’s website contains claims that are “literally false”. It also notes that “AT&T has not ‘banned’ seniors from receiving discounted services outside of Florida state.” The company points to a program that has been in place since March 2015. AT&T offers members of , a nonprofit organization that represents more than 38 million seniors in the United States, a $10 discount on its premium unlimited plan, among other perks. This promotion is available in all 50 US states.

“T-Mobile’s claims are absolutely dishonest and completely false. It’s not the first time they’ve spread misleading information,” said an AT&T spokesman. “AT&T offers cellular discounts to people of all ages, including seniors, in all 50 states. Apparently the only way to stop the untrue carrier is through court action, and there we are.”

T-Mobile did not immediately respond to Engadget’s request for comment. AT&T is seeking damages and an injunction against the campaign. The Unlimited 55 promotion isn’t the first time T-Mobile has run into trouble for its advertising. In 2020, the carrier said it would stop claiming its 5G network was more reliable than its competitors after Verizon announced a .

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