T-Mobile defends misleading “Price Lock” claim but agrees to change ads

T-Mobile has agreed to change its advertising for the “Price Lock” guarantee that doesn’t actually lock in a customer’s price, but continues to defend the offer.

T-Mobile users expressed their displeasure about being hit with up to $5 per-line price hikes on plans that seemed to have a lifetime price guarantee, but it was a challenge by AT&T that forced T-Mobile to agree to change its advertising. AT&T filed the challenge with the advertising industry’s self-regulatory group, which ruled that T-Mobile’s Price Lock ads were misleading.

As we’ve reported, T-Mobile’s guarantee (currently called “Price Lock” and previously the “Un-contract”) is simply a promise that T-Mobile will pay your final month’s bill if the carrier raises your price and you decide to cancel. Despite that, T-Mobile promised users that it “will never change the price you pay” if you’re on a plan with the provision.