Sprint PCS Agrees to Modify Ads

Bloomberg News

The Council of Better Business Bureaus' advertising division recommended that Sprint PCS, the wireless unit of No. 3 long-distance provider Sprint Corp., change its ads comparing its services with AT&T; Corp.'s because some claims are unclear. Sprint PCS said it will stop claims that it offers "120 clear wireless minutes with free long-distance," compared with AT&T;'s "$29.99 with no minutes and no long-distance," according to the National Advertising Division of the Better Business Bureaus. AT&T; had complained that the ads, which appeared in the New York Times and the Wall Street Journal, were misleading. The National Advertising Division, a self-regulating industry group, said Sprint's comparison with AT&T;'s service wasn't entirely fair because the ads don't mention that the services aren't identical.

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