The big three US carriers don’t like each other, but the long-simmering feud between AT&T and T-Mobile seems to have just hit a boiling point, and watchdogs are now having to step in.

AT&T has dragged T-Mobile before the National Advertising Division (NAD), and the watchdog’s verdict is finally in.

For reference, over the last year, T-Mobile has been pretty vocal about its direct competitors hiking pricing, alleging that Verizon and AT&T “have announced price increase over price increase a combined ten times in the past two years.” According to the NAD, the language “10 price hikes in two years” appeared under the logos for AT&T and Verizon in a T-Mobile ad, which the watchdog deemed to be xaggeration, via Android Authority.

According to the NAD, T-Mobile’s claim lacked direct substantiation, with the carrier giant reportedly trying to frame every minor fee adjustment as a “price hike.” The NAD suggests that T-Mobile discontinue the exaggerated “10 price hikes” claims.

Elsewhere, the NAD also challenged T-Mobile’s own satellite connectivity claims and found that claims like “If customers can see the sky, they’re connected (to T Satellite),” and “No matter where you are, you will never miss a moment” were not ‘literally’ true, considering that the service is only available in the US, and within the nation too, it doesn’t ‘reliably’ work everywhere.

Murky marketing at best

T-Mobile also took a hit on its “Added Value” claims. The tech giant advertises its Experience Beyond plans to offer $200 of added value per line and $600 extra value for a family of three. According to the watchdog, it found evidence to substantiate T-Mobile’s claims for the $200 added value, “but that the claims did not adequately communicate the basis of the ‘bargain’ that T-Mobile is offering to consumers.

Essentially, the NAD said that T-Mobile’s communication around the plan was murky at best, and that T-Mobile did not have a reasonable basis for claims that a family of three would see $600 in ‘extra value’ with the plan. The NAD, again, suggested that T-Mobile discontinue or modify these claims.

Although the NAD can not enforce its decision, T-Mobile does feel somewhat slighted, and has decided to appeal the NAD’s decision.