AT&T ads questioned

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Advertising for AT&T Corp.'s 1-800-CALL-ATT is being contested by the National Advertising Division, Council of Better Business Bureaus. NAD recommended that ads in which AT&T claims it "always costs less" than MCI's 1-800-COLLECT should disclose that it refers only to a savings of 1 cent per call. AT&T disagreed, noting that if a "substantial" price difference were a prerequisite to a price superiority claim, no carrier could make such a claim because price differences have become too narrow. The case has been referred to a panel review by the National Advertising Review Board. BBDO Worldwide, New York, handles AT&T's 1-800-CALL-ATT business.

Copyright November 1996, Crain Communications Inc.

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