A BBB National Programs’ National Advertising Review Board panel has supported T-Mobile’s claim, “save 20% every month vs. the other big guys.” The Board reviews appeals of decisions made by the BBB’s National Advertising Division (NAD).
The issue arose after a challenge from Charter Communications, saying that, in some markets it serves, the claim isn’t true. “Save 20%” is the primary message in 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.
Though the panel supported the carrier’s claim, in its decision, NAD recommended that T-Mobile discontinue or modify the challenged advertising because, as the advertisement currently is worded, it isn’t clear which companies are the object of comparison. A modified message could avoid conveying the message that customers can save 20% compared to Spectrum Mobile in the first year of service.
While Charter argued that its Spectrum Mobile should be considered among the “big guys” along with Verizon and AT&T, the National Advertising Review Board (NARB) panel disagreed. The panel determined that consumers would not consider Spectrum Mobile, with its smaller market share, to be in that category.
Additionally, the panel determined that the claim that consumers could, but not necessarily would, 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 a statement about the ruling, 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.”
The decision marked a change in fortunes for T-Mobile in such cases. In mid-January, NAD ruled that T-Mobile’s “Holidays are Coming in Hot” commercial — in which the carrier promised prospective customers monthly savings of 20% compared to AT&T and Verizon — was unclear whether the T-Mobile claim included third-party streaming services.
And, in a case similar to the one ruled on this week, NAD ruled that in two 30-second T-Mobile commercials claiming T-Mobile subscribers “save on every plan vs. the other big guys” was misleading.
