Dive Brief:

• The National Advertising Division, an industry self-regulatory council, has recommended that Sprint remove certain superlatives from its marketing. 
• The NAD's statement said the mobile carrier should discontinue the use of "brand new," "all-new," and "America's Newest." The agency suggested Sprint make it clear that the descriptors are only in reference to its own previous network, not other carriers.
• The recommendation came after rival company T-Mobile challenged claims made in Sprint's advertising. 

Dive Insight: 

The feud between T-Mobile and Sprint continues. While the Twitter rants and complaining to the NAD are entertaining, many believe T-Mobile has been acting like a bully. Perhaps the public shaming of Sprint after a failed merger is part of T-Mobile's strategy to overtake Sprint, or maybe it simply enjoys the press. Either way, the public competition between the two mobile carriers is likely far from over.