A firefighter at the scene of a wildfire.

Enlarge / A firefighter battling the Mendocino Complex fire on August 7, 2018 near Lodoga, California. (credit: Getty Images | Justin Sullivan )

Verizon’s 2018 controversy over its throttling of a fire department’s “unlimited” data plan during a wildfire didn’t stop the carrier from rolling out numerous ads claiming that Verizon service is a must-have for firefighters and other emergency responders. But a couple of those ads apparently went too far, and Verizon agreed to stop running them after a complaint that T-Mobile lodged with the advertising industry’s self-regulatory body.

“Verizon committed to permanently discontinue its ‘5G Built Right for Firefighters’ and ‘5G Built Right for First Responders’ advertisements and the challenged claims made therein,” the National Advertising Division (NAD) said today in an announcement of the complaint’s outcome.

The NAD said it didn’t actually review the firefighter and first-responder complaints on their merits because Verizon agreed to pull them before an investigation. But the NAD investigated other T-Mobile claims and recommended that Verizon discontinue or modify several other ads that made unsupported statements. Verizon agreed to comply with the NAD’s findings.

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