New York, NY – March 9, 2026 – The National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, recommended that T-Mobile US, Inc. discontinue or modify certain express and implied satellite coverage claims for its T Satellite service.
The underlying National Advertising Division (NAD) proceeding (Case #7458) was brought by competitor AT&T Services, Inc. NAD found that certain claims related to price increases were supported, while recommending that other claims be modified or discontinued. T-Mobile appealed NAD’s decision.
At issue for NARB were T-Mobile’s claims that “If customers can see the sky, they’re connected [to T Satellite]” and “No matter where you are, you will never miss a moment,” as well as implied claims that T Satellite provides 100% coverage everywhere or everywhere the sky is visible.
NAD determined that these claims communicated universal coverage and cannot be properly qualified with a disclosure. Accordingly, NAD recommended that T-Mobile discontinue the two express claims and modify its advertising to avoid conveying the implied universal coverage messages.
In the appeal, the NARB panel concluded that NAD reached the correct conclusion that the challenged claim language conveys that the coverage available from T-Satellite is universal. As noted, there is no dispute that this message is unsupported. As NAD pointed out, consumers are very likely to be unfamiliar with the emerging satellite technology, and accordingly advertisers must exercise caution to avoid overstating the extent of satellite coverage.
The NARB panel recommended T-Mobile discontinue the challenged express claims, including “If customers can see the sky, they’re connected [to T-Satellite] – even in the areas no traditional cellular network reaches today” and “No matter where you are, you will never miss a moment [with T-Satellite].”
The panel also recommends that T-Mobile modify its advertising to avoid conveying that
T-Satellite provides 100% coverage everywhere and that T-Satellite provides 100% coverage everywhere the sky is visible.
In its advertisers statement, T-Mobile stated that it will “comply with the panel’s recommendations.”
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. Per NAD/NARB Procedures, this release may 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 20 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, promote fair competition 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: Jennifer Rosenberg
Email: press@bbbnp.org
Job Title: Media Relations
