New York, NY – February 6, 2025 – A panel of BBB National Programs’ National Advertising Review Board, the body that reviews appeals of decisions made by the National Advertising Division, determined T-Mobile US, Inc.’s claim, “save 20% every month vs. the other big guys,” is supported.
In the underlying National Advertising Division (NAD) case (#7402), Charter Communications, Inc. challenged T-Mobile’s commercial featuring Patrick Mahomes, Snoop Dogg, and influencer Kai Cenat. In the commercial, T-Mobile advertises that “families can save 20% vs. the other big guys” with T-Mobile wireless service.
In its decision, NAD recommended that T-Mobile discontinue or modify the challenged advertising to make clear the companies that are the object of comparison and avoid conveying the message that customers can save 20% compared to Spectrum Mobile in the first year of service.
The National Advertising Review Board (NARB) panel disagreed with the NAD decision and determined that, in the mobile phone category, the “big guys” are Verizon, AT&T, and T-Mobile, based on their significant market shares. The panel determined that consumers would not consider Spectrum Mobile, with its smaller market share, to be in that category.
Regarding the pricing claim, the NARB panel found that T-Mobile’s claim that consumers can, but not necessarily will, save 20% versus Spectrum Mobile is valid. The panel noted the availability of a “savings calculator” on T-Mobile’s website that allows consumers to calculate possible savings.
In its advertiser statement, T-Mobile stated that it “appreciates the panel’s careful consideration of the parties’ arguments” and “remains a strong supporter of the self-regulation process.”
All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.
About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than a dozen globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create a fairer playing field for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.
About the National Advertising Review Board (NARB): The National Advertising Review Board (NARB) is the appellate body for BBB National Programs’ advertising self-regulatory programs. NARB’s panel members include 85 distinguished volunteer professionals from the national advertising industry, agencies, and public members, such as academics and former members of the public sector. NARB serves as a layer of independent industry peer review that helps engender trust and compliance in NAD, CARU, and DSSRC matters.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
