T-Mobile has won a BBB National Programs’ National Advertising Division (NAD) Fast-Track SWIFT challenge brought by Verizon, related to T-Mobile’s claim to be the “first and only” U.S. wireless provider to work with Starlink to provide satellite-powered text messaging.
Fast-Track SWIFT challenges enable NAD to review single-issue advertising issues.
In this case, a statement, made at T-Mobile’s website and in a LinkedIn post, said that “T-Mobile is the first and only U.S. wireless provider to keep you connected in places never thought possible with the world’s largest satellite-to-cell constellation in partnership with Starlink.”
Verizon argued two things, according to the decision posted by NAD: That the mention of Starlink didn’t sufficiently limit the exclusivity claim concerning satellite-to-cell services and that the T-Mobile service is not widely available because it still is in beta test mode.
NAD determined that the inclusion of “first and only” sufficiently qualifies the claim and that “current T-Mobile subscribers and T-Mobile customers are using the T-Mobile Starlink service.”
NAD therefore found that the advertising is supported.
T-Mobile announced the Starlink partnership in a commercial during this year’s Super Bowl. Beginning in July, T-Mobile Starlink will be included at no extra cost on T-Mobile’s Go5G Next plan (including variations like Go5G Next 55+).
NAD has released findings in at least two other mobile-related cases this year:
Last month, NAD supported the T-Mobile advertising claim that said subscribers could “save 20% every month vs. the other big guys.” The challenge was from Charter Communications, which said that the claim isn’t true in some markets it serves. The claim was made in T-Mobile a commercial featuring Patrick Mahomes, Snoop Dogg and influencer Kai Cenat.
In January, several of Charter Communications’ website advertising claims about its Spectrum Mobile “Unlimited” and “Unlimited Plus” wireless data plans were found to be appropriate by NAD. The challenge was brought by Verizon.
